ABSTRACT

With growing awareness about the self, consumers are increasingly becoming conscious of the role of fashion clothing in enhancing and communicating their self-image. They seek to portray their self-image through an outward display of fashion style that is congruent to their concept of self. Consumer’s congruity however can be formed with both actual and ideal self. Recognizing this fact, the present study investigates the comparative impact of actual and ideal-fashion self-congruity on fashion consciousness and status consumption tendencies of millennials in India. The study also probes into the mediating role of fashion consciousness between the relationship of actual/ideal fashion self-congruity and status consumption. Using a sample of 751 millennials, the study confirms that ideal fashion self-congruity is a stronger predictor of fashion consciousness and status consumption in comparison to actual fashion self-congruity. In fact, actual fashion self-congruity did not have any significant impact on the two dependent variables. Additionally, the results of the study also point towards the mediating role of fashion consciousness between the relation of ideal fashion self-congruity and status consumption. The study points towards some notable implications for marketers of branded fashion wear by signifying the importance of the ideal-self in consumer decision-making process.

摘要

随着对自我意识的增强，消费者越来越意识到时装在增强和传达自我形象中的作用。他们寻求通过与自己的自我概念一致的外在时尚风格来表现自己的自我形象。然而，消费者的一致性可以由实际的自我和理想的自我共同形成。认识到这一事实，本研究调查了实际和理想时尚的自我一致性对印度千禧一代的时尚意识和地位消费趋势的比较影响。该研究还探讨了时尚意识在实际/理想时尚自我一致性与地位消费之间的中介作用。使用751个千禧世代的样本，该研究证实，与实际的时尚自我一致性相比，理想的时尚自我一致性是更强的时尚意识和地位消耗的预测指标。实际上，实际的时尚自我一致性对这两个因变量没有显着影响。此外，研究结果还指出了时尚意识在理想时尚自我一致性和地位消费之间的中介作用。该研究通过表明理想自我在消费者决策过程中的重要性，为品牌时尚服装的营销人员指出了一些显着的含义。研究结果还指出了时尚意识在理想时尚自我一致性和地位消费之间的中介作用。该研究通过表明理想自我在消费者决策过程中的重要性，为品牌时尚服装的营销人员指出了一些显着的含义。研究结果还指出了时尚意识在理想时尚自我一致性和地位消费之间的中介作用。该研究通过表明理想自我在消费者决策过程中的重要性，为品牌时尚服装的营销人员指出了一些显着的含义。