Cultural Values, Fashion Involvement and Consumers' Global-Mindedness

This study generated a framework to help academicians understand consumers' cultural values and global-mindedness Especially, this study affirmed the importance of fashion involvement in evoking global-mindedness when consumers have strong traditional values. A conceptual model with non-traditional and traditional values as exogenous variables, global-mindedness as endogenous variable and fashion involvement as mediating variable were created for the study. Data from 224 female college students were analyzed for empirical study. Results indicated that college students showed higher level of non-traditional values than traditional values. Non-traditional values had significant direct influence on global-mindedness whereas traditional values did not have significant influence. Traditional values as well as non-traditional had significant influence on fashion involvement. Fashion involvement significantly affected global-mindedness. Both non-traditional values and traditional values had significant positive indirect effects on global-mindedness mediated by fashion involvement.