Happiness in fashion

Fashion marketing tactics often fall short due to unpredictable emotional consumer behavior. As a result, positive emotion elicitation towards products is well researched. However, temporary emotional states may have negative implications. Happiness is a stable emotional state, the impact of which as a pre-disposition on purchasing intentions has yet to be thoroughly investigated. In addition, fashion involvement has a known positive impact on purchasing. In this study, the mediating role of happiness as a pre-disposition on the relationship between fashion involvement and purchase intentions is evaluated. A model supported by empirical evidence is presented. Predicated on data gleaned from 849 respondents, Confirmatory Factor Analysis (CFA) followed by Structural Equation Modeling (SEM) were employed. Results confirm that happiness constructs exhibit a multiple mediation effect on the relationship between fashion involvement and purchase intentions. While pursuit of pleasure and pursuit of engagement positively affect fashion involvement, pursuit of meaning negatively affects it.