Wearing Is Caring: An Investigation of the Adoption of Black Lives Matter Apparel and Accessories by Non-Blacks

Social movements that involve a variety of individuals from various backgrounds, such as Black Lives Matter, have made social justice (SJ) a prominent factor when purchasing. Although clothing is an influential communication tool and identity construction mechanism, very little research has explored the relationship between dress and SJ activism. Using Identity theory, this study proposed a model of non-Blacks’ adoption of BLM apparel/accessories which included repurchase intention and need for uniqueness as a moderating factor. The model was verified using structural equation modeling for the data obtained from a sample of 405 non-Black participants who purchased BLM apparel/accessories in the past 12 months. The results show a positive relationship exists between SJ commitment and SJ social identity salience and identity salience positively influences SJ behavior. The study also validated that SJ behavior positively influences repurchase intention. The findings improve our understanding of the motivations of non-Black BLM supporters.