An Empirical Investigation of the Relationship between Personality Traits and Fashion Consciousness among College going Students in India

Abstract

Purpose: The purpose of the paper is to investigate the relationship between personality traits and fashion consciousness among college going students in India. Design/me thodology/approach: Data were collected from 447 college going students. The age group of the students were between 16-25 years. A standardised questionnaire was used to get the responses from college going students in Delhi & NCR region in India. Confirmatory factor analysis was done using AMOS software version 22 and found that variables satisfy the criteria of path analysis. The hypothesized model in the study was also tested using AMOS Software Findings: The findings revealed that all personality traits were found to be significantly associated with fashion consciousness. The findings of the study is contradicting the results of previous studies which is good to see that Indian consumers behave differently than other country nationals. The Big Five personality play an important role in understanding young consumers in our country. Originality/value: The study enriches the personality traits and fashion consciousness literature by identifying and empirically establishing the relationship between various personality traits and fashion consciousness of college going students. Keywords: Personality traits, Fashion consciousness, India, Young generation, Big Five personality.