Muhammad Afaq Hussain Khan


Adjusting and stimulating the fashion purchases within fashion stores the challenging situation of market strength to discover the new ways in fashion industry for introducing the new products. The study is based on four determinants of shopping motivation which are Sexual Attraction, Shopping for Recreation, Recognition Enhancement, Aesthetic Expression. Fashion consciousness and fashion innovativeness have strategic position in this challenge. In the setting of fashion retailing this study inspects how fashion consciousness and fashion innovativeness relates with factors of shopping motivation and actual fashion purchasing. It also examines the construct of shopping motivation on the association among fashion innovativeness, fashion consciousness and fashion purchases. The study executed through a consumer survey, data were obtained and analyzed using structural equation modelling. The consequences show that shopping motivation is positively affected by fashion innovativeness and fashion consciousness, and positively influences fashion purchase intention of customers. The direct link between shopping motivation and fashion purchase intention shows insignificant result. By using the concept of fashion innovativeness and fashion consciousness this study delivers recommendations for fashion retailers on increasing fashion purchases in their stores.


JEL: L80; L81


Article visualizations:

Hit counter



shopping motivation, fashion innovativeness, fashion consciousness, fashion retailers

Full Text:



Afonso Vieira, V. (2009). An extended theoretical model of fashion clothing involvement. Journal of Fashion Marketing and Management: An International Journal, 13(2), 179-200.

Anić, I.-D., Mihić, M., & Kursan Milaković, I. (2018). Antecedents and outcomes of fashion innovativeness in retailing. The Service Industries Journal, 38(9-10), 543-560.

Bakewell, C., Mitchell, V.-W., & Rothwell, M. (2006). UK Generation Y male fashion consciousness. Journal of Fashion Marketing and Management: An International Journal, 10(2), 169-180.

Beaudoin, P., Moore, M. A., & Goldsmith, R. E. (2000). Fashion leaders' and followers' attitudes toward buying domestic and imported apparel. Clothing and Textiles Research Journal, 18(1), 56-64.

Birtwistle, G., & Moore, C. (2006). Fashion innovativeness in the UK: a replication study. Paper presented at the Proceedings of Australian and New Zealand Marketing Academy Conference-ANZMAC, Brisbane, Australia.

Birtwistle, G., & Tsim, C. (2005). Consumer purchasing behaviour: an investigation of the UK mature women's clothing market. Journal of Consumer Behaviour: An International Research Review, 4(6), 453-464.


Buttle, F. (1992). Shopping motives constructionist perspective. Service Industries Journal, 12(3), 349-367.

Cardoso, P. R., Costa, H. S., & Novais, L. A. (2010). Fashion consumer profiles in the Portuguese market: involvement, innovativeness, self‐expression and impulsiveness as segmentation criteria. International Journal of Consumer Studies, 34(6), 638-647.

Chen‐Yu, J. H., & Seock, Y. K. (2002). Adolescents' clothing purchase motivations, information sources, and store selection criteria: a comparison of male/female and impulse/nonimpulse shoppers. Family and Consumer Sciences Research Journal, 31(1), 50-77.

Chi, H., Yeh, H. R., & Tsai, Y. C. (2011). The influences of perceived value on consumer purchase intention: the moderating effect of advertising endorser. Journal of International Management Studies, 6(1), 1-6.

Chun, C. S., Lim, W. M., Tan, R. W., & Teh, E. W. (2018). Impact of social media influencer on Instagram user purchase intention: the fashion industry. UTAR.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of marketing research, 28(3), 307-319.

Entwistle, J. (2015). The fashioned body: Fashion, dress and social theory: John Wiley & Sons.

Epuran, G., Gârdan, I. P., Gârdan, D. A., & Bumbas, F. (2015). Hedonic value of clothing products/Valoarea hedonica a produselor vestimentare. Industria Textila, 66(3), 164.

Fairhurst, A. E., Good, L. K., & Gentry, J. W. (1989). Fashion involvement: An instrument validation procedure. Clothing and Textiles Research Journal, 7(3), 10-14.

Flynn, L. R., & Goldsmith, R. E. (1993). Application of the personal involvement inventory in marketing. Psychology & Marketing, 10(4), 357-366.

Gitimu, P. N., Workman, J., & Robinson, J. R. (2013). Garment quality evaluation: Influence of fashion leadership, fashion involvement, and gender. International Journal of Fashion Design, Technology and Education, 6(3), 173-180.

Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the academy of marketing science, 19(3), 209-221.

Goldsmith, R. E., & Stith, M. T. (1993). The social values of fashion innovators. Journal of Applied Business Research (JABR), 9(1), 10-16.

González, A. M., & Bovone, L. (2012). Identities through fashion: A multidisciplinary approach: Berg.

Gould, S. J., & Stern, B. B. (1989). Gender schema and fashion consciousness. Psychology & Marketing, 6(2), 129-145.

Goyal, R. (2014). Purchase Intentions of Consumers towards Selected Luxury Fashion Products with special reference to Pune Region. Navi Mumbai: DY Patil University.

Gruner, K. E., & Homburg, C. (2000). Does customer interaction enhance new product success? Journal of Business Research, 49(1), 1-14.

Gutman, J., & Mills, M. K. (1982). Fashion life-style, self-concept, shopping orientation, and store patronage-an integrative analysis. Journal of Retailing, 58(2), 64-86.

Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behavior. Journal of consumer Marketing, 17(5), 403-426.

Hosein, N. Z. (2012). Measuring the purchase intention of visitors to the auto show. Journal of Management & Marketing Research, 9, 1-17.

Im, S., Bayus, B. L., & Mason, C. H. (2003). An empirical study of innate consumer innovativeness, personal characteristics, and new-product adoption behavior. Journal of the academy of marketing science, 31(1), 61-73.

Jacob, J. (2013). Actually, Bloggers DO Influence People to Buy. IFB.

Jordaan, Y., & Simpson, M. N. (2006). Consumer innovativeness among females in specific fashion stores in the Menlyn shopping centre. Journal of Consumer Sciences, 34(1).

Kaiser, S. B., & Chandler, J. L. (1984). Fashion alienation: older adults and the mass media. International journal of aging & human development, 19(3), 203-221.

Kang, M., & Johnson, K. (2009). Identifying characteristics of consumers who frequently return apparel. Journal of Fashion Marketing and Management: An International Journal, 13(1), 37-48.

Kapoor, D., & Munjal, A. (2019). Self-consciousness and emotions driving femvertising: A path analysis of women’s attitude towards femvertising, forwarding intention and purchase intention. Journal of Marketing Communications, 25(2), 137-157.

Khan, M. A. H., Fatima, A., & Matloob, A. (2019). The Effect of Social Media Marketing In Online Fashion Apparel with the Mediating Role of Fashion Consciousness, Brand Consciousness and Value Consciousness. International Journal of Recent Innovations in Academic Research, 3(9), 65-83.

Khuong, M. N., & Nguyen, T. D. (2015). The effects of television commercials on customers purchase intention–a study of milk industry in Ho Chi Minh City, Vietnam. Journal of Economics, Business and Management, 3(9), 851-857.

Kim, H.-S., Lynn Damhorst, M., & Lee, K.-H. (2002). Apparel involvement and advertisement processing: A model. Journal of Fashion Marketing and Management: An International Journal, 6(3), 277-302.

Kinley, T. L., Conrad, C. A., & Brown, G. (1999). Internal and external promotional references: An examination of gender and product involvement effects in the retail apparel setting. Journal of Retailing and Consumer Services, 6(1), 39-44.

Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002). The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3), 1-11.

Lertwannawit, A., & Mandhachitara, R. (2012). Interpersonal effects on fashion consciousness and status consumption moderated by materialism in metropolitan men. Journal of Business Research, 65(10), 1408-1416.

Mathur, A., Barak, B., & Zhang, Y. (2009). Consumer fashion innovativeness across cultures: a test of scale reliability and measurement invariance. ACR Asia-Pacific Advances.

Michaelidou, N., & Dibb, S. (2006). Product involvement: an application in clothing. Journal of Consumer Behaviour: An International Research Review, 5(5), 442-453.

Miller, L. C., & Cox, C. L. (1982). For appearances' sake: Public self-consciousness and makeup use. Personality and Social Psychology Bulletin, 8(4), 748-751.

Mulyanegara, R. (2011). The effects of consumer personality on fashion consciousness and prestige sensitivity. ACR Asia-Pacific Advances.

Naderi, I. (2013). Beyond the fad: a critical review of consumer fashion involvement. International Journal of Consumer Studies, 37(1), 84-104.

Nam, J., Hamlin, R., Gam, H. J., Kang, J. H., Kim, J., Kumphai, P., . . . Richards, L. (2007). The fashion‐conscious behaviours of mature female consumers. International Journal of Consumer Studies, 31(1), 102-108.

O'Cass, A. (2004). Fashion clothing consumption: antecedents and consequences of fashion clothing involvement. European journal of marketing, 38(7), 869-882.

O’Cass, A., Jin Lee, W., & Siahtiri, V. (2013). Can Islam and status consumption live together in the house of fashion clothing? Journal of Fashion Marketing and Management: An International Journal, 17(4), 440-459.

Park, J., Cho, E., & Rudd, N. (1999). Fashion opinion leadership and appearance management behavior. Proceedings International Textile and Apparel Association, 85.

Rickey, M. (2013). High-concept outlet from H&M influenced by fashion bloggers. The Guardian.

Ricotta, F., & Costabile, M. (2007). Customizing customization: A conceptual framework for interactive personalization. Journal of interactive marketing, 21(2), 6-25.

Rogers, E. M. (1995). Diffusion of Innovations: modifications of a model for telecommunications Die diffusion von innovationen in der telekommunikation (pp. 25-38): Springer.

Shchudro, O. (2011). Age differences in women’s shopping for clothes behavior.

Stanforth, N. (1995). Fashion innovators, sensation seekers, and clothing individualists. Perceptual and Motor skills, 81(3_suppl), 1203-1210.

Studak, C. M., & Workman, J. E. (2004). Fashion groups, gender, and boredom proneness. International Journal of Consumer Studies, 28(1), 66-74.

Summers, J. O. (1970). The identity of women's clothing fashion opinion leaders. Journal of marketing research, 7(2), 178-185.

Szczepaniak, M. (2015). Fashion involvement and innovativeness, self-expression through fashion and impulsive buying as segmentation criteria: Identifying consumer profiles in the Turkish market. Entrepreneurship and Innovation Management Journal, 3, 1-14.

Tovikkai, K., & Jirawattananukool, W. (2010). An exploratory study on young Thai women consumer behavior toward purchasing luxury fashion brands.

Vineyard, C. L. (2014). The relationship between fashion blogs and intention to purchase and word of mouth behavior.

Walsh, G., Mitchell, V. W., & Hennig‐Thurau, T. (2001). German consumer decision‐making styles. Journal of Consumer Affairs, 35(1), 73-95.

Wan, F., Youn, S., & Fang, T. (2001). Passionate surfers in image-driven consumer culture: Fashion-conscious, appearance-savvy people and their way of life. ACR North American Advances.

Workman, J. E., & Caldwell, L. F. (2007). Centrality of visual product aesthetics, tactile and uniqueness needs of fashion consumers. International Journal of Consumer Studies, 31(6), 589-596.

Workman, J. E., & Cho, S. (2012). Gender, fashion consumer groups, and shopping orientation. Family and Consumer Sciences Research Journal, 40(3), 267-283.

Workman, J. E., & Kidd, L. K. (2000). Use of the need for uniqueness scale to characterize fashion consumer groups. Clothing and Textiles Research Journal, 18(4), 227-236.

Workman, J. E., & Lee, S. H. (2011). Vanity and public self‐consciousness: a comparison of fashion consumer groups and gender. International Journal of Consumer Studies, 35(3), 307-315.

Workman, J. E., & Studak, C. M. (2006). Fashion consumers and fashion problem recognition style. International Journal of Consumer Studies, 30(1), 75-84.

Wu, J., Kim, A. J., Chen, L., & Johnson, K. K. (2017). Attitudes toward crowdsourced, community-involved new product development. Journal of Fashion Marketing and Management: An International Journal, 21(4), 453-467.



  • There are currently no refbacks.

Copyright (c) 2020 Muhammad Afaq Hussain Khan

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.

Copyright © 2015-2018. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing GroupAll rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and  Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.