Antecedents of Fashion Product Purchase Intention: An Empirical Study

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.