Antecedents to fashion clothing involvement: role of global self-identity, cosmopolitanism, and normative influence

Abstract

This research examines the influence of cosmopolitanism, identification with global consumers, and consumers' susceptibility to interpersonal influence (CSII) on Indian consumers' fashion clothing involvement. A survey technique was used for data collection across seven cities in India. Both metropolitan and non-metropolitan cities were targeted. The cosmopolitanism factor loaded under two factors: cosmopolitanism related to lifestyle (CRL) and cosmopolitanism related to cultural mores (CRCM). The value-expressive factors of normative influence, CRL, self-identification with global consumers, and type of city (metropolitan or non-metropolitan) influenced Indian consumers' fashion clothing involvement.The fashion clothing market is growing in India, but there is limited research seeking to understand the factors influencing fashion clothing involvement. Findings on the influence of global lifestyle, cosmopolitanism, and normative beliefs regarding Indian consumers' fashion clothing involvement can be helpful to companies targeting Indian consumers.