Abstract
Fashion consciousness is amongst the consumers’ behaviors, which are influenced by various socio-demographic, economic and psychological factors. Current study aimed to assess the socio-economic and psychological correlates of fashion consciousness. A convenient sample of 200 individuals (men=100 and women=100) of age between 22 and 44 years from Multan, Pakistan was taken to study the correlates of fashion consciousness. The estimates of ordinary least square showed that education, monthly income, materialism, and media exposure had significant positive impact, and price consciousness had significant negative impact on fashion consciousness of the sample (R2=.75), which partially support consumption theories (e.g., Absolute Income Hypothesis’ and ‘RelativeIncome Hypothesis).The study has implications for both consumers and producers
Syeda Shahida Batool, Atif Khan Jadoon*, Syeda Azra Batool . (2021) Socio-economic and Psychological Correlates of Fashion Consciousness of Consumers, Journal of Arts and Social sciences, Volume 8, Issue 2.
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