Fashion psychology in India

Traditional Indian clothing drives most womenswear spending in India; however, young Indian consumers are increasingly interested in Western fast fashion and environmentally friendly brands. We conducted two studies to examine young Indian consumers’ attitudes towards Western and Indian fashion, brand equity, and environmental attitudes and behaviours. Using Interpretative Phenomenological Analysis, Study 1 assessed five Generation Z (Gen Z) members’ attitudes towards Western and Indian fashion. Study 2 assessed Gen Z’s (n=44) brand equity towards Western and Indian brands, environmental behaviour and attitudes. Results showed that while some participants held positive attitudes towards Western fast fashion brands, traditional Indian fashion was perceived as better quality and with more positive associations. For traditional Indian fashion, perceived quality and brand associations positively predicted participation in recycling, while brand associations and brand loyalty positively predicted environmental attitudes. The findings suggest that Western brands could benefit from understanding traditional Indian fashion’s emphasis on brand quality, associations, loyalty and sustainable practices.