Abstract
The objective of the current study was to examine the direct and indirect impacts of materialism on use innovativeness in case of fashion products among Indian consumers. An empirical study was conducted to test these relationships with 282 respondents comprised of 59 percent males and 41 percent of females. Proposed conceptual study model was tested with the help of higher order structural equation modeling by using IBM AMOS 21.0. We confirmed full mediation of fashion involvement in the relationship between materialism and use innovativeness. Furthermore, our study results found full mediation of fashion innovativeness in the relationship between materialism and use innovativeness. On the other hand, materialism had a direct significant negative impact on use innovativeness in case of fashion products. We strongly recommend to the fashion product marketers to highlight the concept of use innovativeness in the entire marketing mix for better business prospects.
Highlights
Retail environment in the present scenario provides multiple options to the consumers across the globe for collecting information about various products from different sellers
In order to investigate the proposed relationships among study constructs such as; materialism, fashion involvement, fashion innovativeness, use innovativeness, primary data were collected by using field survey method with the help of a research instrument
The major focus of the indicators or statements used in questionnaire was to understand perception of consumers about materialism, fashion involvement, fashion and use innovativeness
Summary
Retail environment in the present scenario provides multiple options to the consumers across the globe for collecting information about various products from different sellers. Retailers with multi-channel retaining strategies are adding into dimensions of consumer convenience and easy availability. This strategy is adding to the competitive advantage for a retailer. It is predicted that the current Indian fashion retail market will grow at a promising CAGR of 9.7 per cent to reach USD 115 billion by 2026
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