“…In this study, we proposed that shopping behaviour (online and offline), consumer innovativeness (fashion innovators and non-innovators), and clothing evaluative cues (extrinsic and intrinsic) could greatly affect consumer choices and purchasing decisions of new fashion products. Although a considerable amount of literature has focused on shopping behaviour (Rahman, Wong & Yu, 2016;Roy, Sethuraman & Saran, 2016), consumer innovativeness (Im, Bayus & Mason, 2003;Jordaan & Simpson, 2006;Phau & Lo, 2004), and clothing choice (Forsythe, Kim & Peter, 1999;Rahman, Fung, Chen & Gao, 2018), little is known about the relationship and significance of these three dimensions in China and India. As shown in Table 1, most cross-national studies on innovativeness were conducted predominantly in the United States and Europe, and many were not focused on apparel products.…”