The Fashion Conscious Mall Shopper: An Exploratory Study

Document Type


Publication Date

Fall 2010

Publication Title

Marketing Management Journal


This paper models the relationship between the variables of fashion consciousness, price consciousness, variety seeking, comparison shopping, and attitude towards shopping. A mall intercept study found that those mall shoppers who are fashion conscious are also price conscious, have a positive attitude towards shopping, are variety seekers, and engage in comparison shopping. The results suggest that fashion conscious mall shoppers differ significantly from those mall shoppers who are not as fashion conscious. The implications for mall and retail managers are discussed.