The relationship among consumer vanity trait, materialism and fashion anxiety

Abstract

This study focuses on Taiwan adolescent female students’ vanity traits, materialism and fashion anxiety. A convenience sample of 591 female college students was used. The outcomes of the relationship hypotheses found that vanity traits are positively related to materialism. Moreover, materialism has a positive significance relationship with fashion anxiety. The most important finding is that materialism mediates between vanity traits and fashion anxiety. The findings of this research may have implications for marketing theory, research methods and practical use. Key words: Vanity traits, materialism, fashion anxiety, adolescent female students, SEM.

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