Cognitive age and fashion consumption

This study used two‐step structural equation modelling to explore whether cognitive age acts as a mediator between fashion attitudes and fashion behaviours. Three nested and one non‐nested competing models were compared with the base model to determine which model was the best. Data from 1344 consumers showed that cognitive age plays a mediatory role between fashion attitudes and fashion behaviours. It fully mediates between high fashion interest and fashion behaviours, and between utilitarian orientation and fashion behaviours. However, cognitive age only partially mediates between individual taste concern and fashion behaviours.