Influence of Self-Monitoring and Materialism on Fashion Clothing Involvement

Being a principal component of consumption decisions, fashion has social and cultural importance for people. Women, who are the most powerful consumers in the world, make up the largest and fastest-growing market and are an interesting group of consumers to marketers. Previous studies suggest that self-monitoring and materialism are influential on fashion clothing involvement of women. Female consumers involved in fashion are considered to drive the fashion adoption process. This study was conducted by administering a questionnaire to non-working female consumers interested in fashion. Research data were obtained via face-to-face survey. While self-monitoring and materialism were taken as antecedents, fashion clothing involvement was taken as the outcome of the research model. The results point to a significant positive effect of materialism and self-monitoring on fashion involvement. They also show that there is a positive relationship between self-monitoring and materialism.