This study examines how fashion consumption affects self-confidence and buying behavior in Iranian consumers.
problem Understanding the role of self-confidence in fashion buying behavior.
method A questionnaire was used to collect data from 400 consumers in Tehran's clothing market. Structural equations and factor analysis were employed to test the model.
result Interest in fashion, personal taste, utilitarianism, and new products positively impact self-confidence, and self-confidence positively impacts fashion buying behavior.