Influence of consumers’ susceptibility to interpersonal influence, collective self-esteem and age on fashion clothing involvement: A study on Indian consumers

Abstract

India presents a large market for global fashion brands. The purpose of the research was to examine the influence of consumers’ susceptibility to interpersonal influence (CSII), collective self-esteem (CSE) and demographics on Indian consumers’ fashion clothing involvement. The CSE and demographics were considered as moderators on CSII. A self-administered questionnaire was used for data collection (n=773). The results indicate that from CSII scale, only normative influences affect Indian consumers’ fashion clothing involvement. Age, self-identity and marital status moderate normative influence and affect fashion clothing involvement.