Materialism, Fashion Involvement, Fashion Innovativeness and Use Innovativeness: Exploring Direct and Indirect Relationships

摘要

The objective of the current study was to examine the direct and indirect impacts of materialism on use innovativeness in case of fashion products among Indian consumers. An empirical study was conducted to test these relationships with 282 respondents comprised of 59 percent males and 41 percent of females. Proposed conceptual study model was tested with the help of higher order structural equation modeling by using IBM AMOS 21.0. We confirmed full mediation of fashion involvement in the relationship between materialism and use innovativeness. Furthermore, our study results found full mediation of fashion innovativeness in the relationship between materialism and use innovativeness. On the other hand, materialism had a direct significant negative impact on use innovativeness in case of fashion products. We strongly recommend to the fashion product marketers to highlight the concept of use innovativeness in the entire marketing mix for better business prospects.