Does spirituality influence purchase intention of consumers toward fashion products?

Purpose Given that the demand for fashion products is rising in developed nations, this study examines the effects of spirituality, subjective norms, attitude, traits of vanity and the need for uniqueness on purchase intention toward fashion products in India. It also explores the mediating effect of attitude on the relationship between the traits of vanity, need of uniqueness and purchase intention. Design/methodology/approach An integrated model based on the theory of planned behavior, social comparison theory and uniqueness theory was used to explain the purchase intention of consumers towards fashion products. Partial least square structural equation modeling using SmartPLS-4 was used for the data analysis. Findings The findings indicate that attitude towards fashion products has the highest impact on purchase intention, followed by subjective norms. Attitude was found to have a partial mediation effect on the relationship between the traits of vanity and purchase intention as well as between the need for uniqueness and purchase intention. Practical implications Marketers may gain a deeper understanding of the aspects on which they should focus their efforts on increasing the demand for fashion products. Originality/value This is the first research of its sort in India to investigate the role of spirituality, traits of vanity and uniqueness along with other constructs of theory of planned behavior, such as attitude and social norms, in predicting purchase intention of consumers toward fashion products.