The effect of demographic and personality characteristics on fashion shopping proneness
Purpose The global fashion industry is growing at a rapid pace and developing nations such as India are emerging as major contributors to the same. In such case, most academics and marketers are interested in the variables that influence fashion shopping. The purpose of this paper is to investigate the influence of consumer demographic and personality characteristics on fashion shopping proneness (FSP) in India. Design/methodology/approach Data were collected from 561 respondents using mall intercept survey method. Hypothesized relationships were assessed using multiple regression and structural equation modelling. Findings Traditional view that younger and female consumers are more fashion prone than older and male consumers is validated. However, demographics accounted for only 9 per cent of the variance in FSP while personality characteristics accounted for 46 per cent. Being agreeable, extroverted, open minded, and stable are all positively associated with fashion shopping. Research limitations/