PurposeThe purpose of this paper is to study the influence of collective self esteem, age, income, marital status, and education of Indian women in predicting their fashion clothing involvement.Design/methodology/approachData were collected by contacting women in their offices, colleges, and malls in five different cities of India (n=397). The self‐administered questionnaire contained items from collective self esteem and fashion clothing involvement scale.FindingsFashion clothing involvement of Indian women is influenced by age, importance to identity, and public esteem.Research limitations/implicationsThere is a large representation of the younger consumer group in the sample. This makes the study findings relevant for targeting young population groups. Distinction has not been made in the sample according to student, working women, and housewives. Further research can be undertaken to understand if women's fashion clothing involvement varies according to their working and non‐working status.Practical implicationsThe findings can prove helpful to international and national apparel manufacturers and brands in planning branding and marketing strategies to promote fashion clothing among Indian women.Originality/valueThis is the first study to understand the fashion clothing involvement of Indian women with respect to collective self esteem.

Arpita Khareis a faculty in Indian Institute of Management -Rohtak, Haryana. She has an MBA degree in Marketing and DPhil in International Management from University of Allahabad. With over 12 years of academic and research experience, her research interests span over consumer behaviour, retailing, services marketing and supply chain management. She has authored quite a few research papers in international and national journals. Ankita Mishrais an Assistant Professor in LDC Institute of Technical Studies, Allahabad, India. She has an MBA degree in Financial Management from DVA University, Indore, India. Her research interests span over culture, fi nancial institutions and consumer behaviour. Ceeba Parveenis an Assistant Professor in LDC Institute of Technical Studies, Allahabad, India. She has an MBA degree in Human Resource from Lucknow University India. Her research interests span over culture, motivation and relationship management. Rajlaxmi Srivastavais a research scholar in MNNIT, Allahabad. She has an MBA degree in Human Resource Management. She has several papers on stress management and organizational culture to her credit. She has participated in many International Conferences and workshops.ABSTRACT India presents a large market for global fashion brands. The purpose of the research was to examine the infl uence of consumers ' susceptibility to interpersonal infl uence (CSII), collective self-esteem (CSE) and demographics on Indian consumers ' fashion clothing involvement. The CSE and demographics were considered as moderators on CSII. A self-administered questionnaire was used for data collection ( n = 773). The results indicate that from CSII scale, only normative infl uences affect Indian consumers ' fashion clothing involvement. Age, self-identity and marital status moderate normative infl uence and affect fashion clothing involvement.

No abstract

No abstract