Over the decades,researchers explored the many ways the consumers’ purchase intention is influenced,especially with the rise of social media and the influencer culture,the purchase intention of consumers is known to be positively affected.The question however is,do social media and the influencer culture promote conformity consumption? Besides,consumers also belong to a society and are influenced by the people in the society.It is therefore believed in this study that the factors affecting the conformity purchase intention of consumers come from two situations: online and offline.The degree to which consumers are willing to conform and the factors involved are the main focus of this study.The study aims at contributing to a better understanding of the conformity consumption of consumers towards apparel products,by providing data to help marketers understand how to persuade consumers to make conformity purchases,enabling them to decide how to change the existing trends or introduce new trends in a society and whom to target.The study first researched and summarised literature on consumer buying behaviour,consumer purchase intention and conformity consumption,and the motivating factors contributing to conformity consumption were identified.A model proposing the correlation-ships was then built and hypotheses were developed.Four independent social variables were defined: ‘word of mouth communication’,‘environment integration’,‘social norms’,‘social values’;and a socio-demographic variable ‘gender’.Since the study investigated conformity purchase intention,the latter is defined as the dependent variable.The study in total investigated five hypotheses and were measured by designing a survey questionnaire.Preliminary tests were performed to test the eligibility of the questionnaire before data collection.Descriptive statistical analysis,reliability and validity analyses,regression and correlation analyses,and the general linear model analysis of covariance were performed using SPSS22.0 to test the hypotheses and identify the effect of the variables on conformity purchase intention.The results showed that（1）word of mouth communication do not have an impact on conformity purchase intention（2）environment integration,social norms and social values have a positive impact on conformity purchase intention（3）gender have an impact on conformity purchase intention when the social factors are included in the model,with males having a higher conformity purchase intention（4）age,position and income do not have an impact on conformity purchase intention when social factors are both included and excluded（5）environment integration have the highest impact on conformity purchase intention followed by social norms and social values and lastly,gender.The study combined the results conclusions and put forward three marketing suggestions to increase the consumers’ conformity purchase intention:（1）Marketers are recommended to market their apparel products in ways to make consumers easily comply or accept the trend which can be achieved by slowly introducing new features on apparel products（acceptance）or releasing new products with new features at the same time（compliance）.（2）Propaganda can be used to market apparel products by comparing the apparel products or styles of apparel being promoted to others,putting forward a positive image in comparison.Marketers can make use of social media and influencers to promote the desired propaganda.（3）Since male and female consumers have different attitudes towards making apparel purchases,the products are recommended to be marketed using adequate propaganda for each of the genders.A creative-social identity propaganda and an affective socialidentity propaganda can be used towards male consumers and female consumers respectively.