Title: The relationship between fashion consciousness and personality traits of generation Y with moderating effect of social influence: an empirical investigation from India

Authors: Anshu Lochab; Mohammad Salman; Kiran Mor; Arvind Kumar

Addresses: Maharaja Surajmal Institute, Guru Gobind Singh Indraprastha University, Delhi – 110078, India ' IIM Bangalore, Bengaluru – 560076, Karnataka, India ' NIT Kurukshetra, Kurukshetra – 136118, Haryana, India ' School of Management, NIT Rourkela, Rourkela – 769008, Odisha, India

Abstract: This study examines the personality traits as the antecedents of fashion consciousness among Gen Y buyers in the context of India, an adobe to the largest number of world's Gen Y buyers. Besides it, this also attempts to evaluate whether the social influence moderates the association between the personality traits and fashion consciousness. The findings indicate that social influence does not moderate the openness to experience and fashion consciousness. While the relationship of consciousness to fashion consciousness, agreeableness to fashion consciousness, and neuroticism to fashion consciousness are weak when social influence is high and vice versa. The interaction effects of extraversion and social influence are significant.

Keywords: personality traits; fashion consciousness; Gen Y; social influence; India.

DOI: 10.1504/IJBEX.2024.137253

International Journal of Business Excellence, 2024 Vol.32 No.3, pp.394 - 412

Received: 17 Aug 2020
Accepted: 14 Feb 2021
Published online: 08 Mar 2024 *

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