To read the full version of this content please select one of the options below:

How cosmopolitan are Indian consumers?: a study on fashion clothing involvement

Arpita Khare (Indian Institute of Management, Rohtak, India)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 2 September 2014



The purpose of this paper is to examine affect of cosmopolitanism and consumers’ susceptibility to interpersonal influence on Indian consumers’ fashion clothing involvement. Moderating effect of demographics was studied.


Survey technique through self-administered questionnaire was used for data collection in both metropolitan and non-metropolitan cities in India.


Utilitarian, value expressive factors of normative influence and cosmopolitanism influence Indian consumers’ fashion clothing involvement. Type of city, income, and education moderated influence of normative values and cosmopolitanism on fashion clothing involvement.

Research limitations/implications

One of the major limitations of current research was that it had a large number of respondents in the age group of 18-40 years. Future research can attempt to reduce age biasness.

Practical implications

The findings can prove helpful to international apparel brands marketing luxury and fashion clothing in India. However, since conformance to social norms was important for Indians, clothing manufacturers should use reference groups, opinion leaders, and celebrities to generate awareness. A blend of global and local lifestyle should be used. International luxury brands can customize their products to combine ethnic tastes.


Fashion clothing market promises immense growth opportunities in India. There is limited research to examine influence cosmopolitanism on Indian consumers’ consumption behaviour. Knowledge about influence of global lifestyle, brands, mass media, and services on Indian consumers’ behaviour can help in targeting them effectively.



Khare, A. (2014), "How cosmopolitan are Indian consumers?: a study on fashion clothing involvement", Journal of Fashion Marketing and Management, Vol. 18 No. 4, pp. 431-451.



Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited