Cosmopolitanism Orientation and Fashion Consciousness of Educated Young Consumers of Fashion Related Products in Sri Lanka

P. G. S. A. Jayarathne, B. N. F. Warnakularsooriya

Abstract


Cosmopolitanism has become an integral part of social systems. Fashion consciousness is also a central aspect of the self of the fashion consumer. Thus, cosmopolitanism orientation may be one of the main determinants of fashion consciousness in the world at large regardless the geographical proximity. Most of the studies centred on cosmopolitanism, fashion consciousness, and fashion related products are based upon developed countries reflecting the seldom of developing country-based research. Addressing such gaps in the literature this scrutiny firstly aims to assess the degree of cosmopolitanism orientation in Sri Lankan young consumers, secondly to examine whether or not cosmopolitism orientation varies across the different ethnic groups, and thirdly to examine whether cosmopolitanism orientation discriminates the high from moderate, and moderate from low degree of fashion consciousness of Sri Lankan young educated consumers by performing Multiple Discriminant Analysis. A survey was carried out taking university students as the proxy for Sri Lankan younger generation. 663 usable questionnaires were used for the analysis. The result uncovers that Sri Lankan educated young consumers possess moderate degree of cosmopolitanism orientation and that Sinhalese are more open to Western Values than Tamil and Muslim Community. The results of Multiple Discriminant Analysis divulge that cosmopolitanism orientation discriminates the high from moderate, and moderate from low degree of fashion consciousness though the discriminating power is weak. Finally the paper makes important implications and suggestions for practitioners as well as for academics in the field of fashion and fashion related products.

Keywords
Cosmopolitanism Orientation, Fashion Consciousness, Fashion Products

 


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Vidyodaya Journal of Management, University of Sri Jayewardenepura, Sri Lanka