Predictors of fashion clothing involvement among Indian youth

Abstract

In developing countries, consumers are becoming conscious of fashion brands. The research was directed towards understanding the determinants of fashion clothing involvement of Indian youth. A primary research study was conducted on Indian college students aged between 18 and 24 years using the fashion clothing involvement scale developed by O’Cass to understand the importance of fashion clothing in their lives. The scale had constructs related to consumption involvement, product involvement, advertising involvement and purchase decision involvement. Research findings show a high correlation of consumption involvement with the other three involvement dimensions. The results show that Indian youth has an involvement with branded fashion wear. There was not much significant difference in the involvement of females and males towards fashion clothing.