DRESS TO IMPRESS: EXPLORING HOW FASHION CONCIOUSNESS, NARCISSISM AND COMPULSIVE BUYING BEHAVIOR CONNECT IN GENERATION Y

Abstract

The current study investigated the relationships among fashion consciousness, narcissism, and compulsive buying behaviors within Generation Y, with a focus on gender differences. Employing data from 300 participants, the study utilized three psychological instruments: the Fashion Consciousness Scale (FCS), the Compulsive Buying Scale (CBS), and the Narcissistic Personality Inventory (NPI). Results unveiled significant positive correlations between fashion consciousness and compulsive buying, as well as between compulsive buying and narcissistic traits. Surprisingly, Generation Y females scored higher in both fashion consciousness and compulsive buying, challenging gender stereotypes, while no significant gender difference were observed in narcissism. The study not only contributed to consumer behavior literature but also emphasizes the need for significant strategies in marketing and interventions. Further research is recommended to shed light on the underlying mechanisms and developmental trajectories of these traits within Generation Y.