The IUP Journal of Marketing Management
Antecedents of Fashion Product Purchase Intention: An Empirical Study

Article Details
Pub. Date : May, 2023
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM030523
Author Name : Navneet Gera and Teena Agarwal
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 32



The study aims to uncover the key antecedents of fashion product purchase intention. Spirituality, traits of vanity, attitude, Subjective Norms (SNs), and Fashion Consciousness (FC) seem to have a significant effect on purchase intention. Despite the fact that attitude and SNs have been widely explored in previous literature, they have not been investigated with spirituality collectively. In addition, although being an important factor, traits of vanity have not been thoroughly explored. The theoretical underpinning of the conceptual framework is the Theory of Planned Behavior (TPB) and Stimulus-Response (S-R) theory. The results show that the most imperative factor in predicting purchase intention is attitude, followed by spirituality and traits of vanity. The findings may aid marketers in better understanding the consumers and developing appropriate strategies for fashion products.


India has become a key player in the global economy, having the 7th largest nominal Gross Domestic Product (GDP) in the world (Mein, 2019). In 2018, India was about 1/8th of the size of the US economy and 1/5th of the size of Chinese economy (Economic Progress, 2018). By FY 2050, India is expected to be among the top three economies of the world (Advisors, 2020). While in developed countries, fashion markets are big but stagnant, developing countries like India are quickly evolving as an attractive destination for the fashion industry (Mann and Byun, 2011; Technopak, 2014; Kravets and Sandikci, 2014; and Deloitte, 2017). In coming years, the Indian fashion market is predicted to rise at the same rate as China's (Assocham, 2015). Globalization, easier access to and availability of goods, heightened brand consciousness, growing urbanization and digitization, rising affluence, and the number of young and educated people have all fueled the demand for fashion items (Assocham Report, 2014; and Advisors, 2020). The mounting middle-class consumer base and stabilizing manufacturing sector of India make it a focal point for the fashion industry (Amad et al., 2019). Despite a slowdown in 2020 due to the Covid-19 pandemic, it is predicted that fashion segment will grow