ABSTRACTment and of fashion involvement on mavenism, purchase decision inconvenience sampling method to generation X and Y members separately. Structural equation modeling was used to test generation X and Y models. At the end of the study, it was seen that generation Y are more materialist, involved in fashion and recreational shopping, and share their views of fashion products with others more. In addition, it was found out that the centrality materialism of generation X do not recreational shopping involvement whereas the success materialism of involvement.