Purpose – Purchases of luxury fashion brands continues to grow rapidly in metropolitan China, creating a significant global marketplace. Associated behaviour is maturing, exhibiting levels of sophistication and is risk averse, consequently, purchasing intention and willingness to pay more...

Purpose The purpose of this paper is to examine influence of past environment-friendly behaviour, peer influence and green apparel knowledge in the context of organic clothing purchase behaviour. Design/methodology/approach Data were collected by means of a survey carried out in three major...

Purpose The purpose of this paper is to propose a brand equity measurement model in the consumers’ mind. The measurement model separates the perceptual component of the behaviour component of individuals in their preferences for brands. That is, as a result of a set of perceptions, consumers...

Purpose – The purpose of this paper is to examine affect of cosmopolitanism and consumers’ susceptibility to interpersonal influence on Indian consumers’ fashion clothing involvement. Moderating effect of demographics was studied. Design/methodology/approach – Survey technique through...

Purpose – The paper deals with counterfeiting, its problems and its effects, analyzing the case of Italy in particular. The purpose of this paper is to underline the scale of the phenomenon and its economic and social impact on the fashion industry and civil society, concentrating on the...

Purpose Demand for luxury brands is increasing at a very fast pace in emerging markets like India. But very few quantitative studies have been conducted to explore the reasons behind this sudden surge in demand. Thus, the purpose of this paper is to understand the impact of beliefs on consumer...

Purpose The purpose of this paper is to apply Mowen’s (2000) meta-theoretical model of motivation and personality (3M) and its hierarchy of traits to deeper understand consumer behaviour towards online purchase of mass-customised apparel products. Design/methodology/approach For the current...

Purpose – The purpose of this paper is to explore current barriers and opportunities for sustainability in the fashion industry. Design/methodology/approach – The paper is based on a study among 36 fashion experts from academia, industry, and non-governmental organizations, who took part in...

Purpose – Promotional media and gender have been shown to influence purchase and shopping channel choice. The purpose of this paper is to better understand the role of media influence, fashion consciousness, and fashion leadership on shopping channel choice in regard to gender....