Abstract:
This study explores fashion preferences among young adults in Sri Lanka, filling
a research gap by analyzing how socio-economic, cultural, and psychological
factors collectively influence fashion trends in developing South Asian contexts.
A concurrent mixed-methods approach was employed, combining a quantitative
survey of 105 young adults aged 18-30 and qualitative interviews with 24
participants. The survey data were analyzed using descriptive statistics and
multiple regression. The narrative data gathered through interviews were
analyzed employing thematic analysis. The findings reveal significant positive
correlations between socio-economic factors, cultural factors, and psychological
factors with fashion preferences. Specifically, multiple regression analysis
indicated that psychological factors have the strongest correlation with fashion
preferences (β = 0.315, p = 0.000), followed by cultural factors (β = 0.263, p =
0.003) and socio-economic factors (β = 0.271, p = 0.005). The qualitative findings
highlighted the complex interplay of various factors shaping fashion preferences.
Furthermore, brand loyalty and trend-following behavior were identified as key
drivers of fashion choices, with many participants expressing a strong
attachment to specific brands and a desire to keep up with the latest trends.
Psychological factors such as mood and self-expression were also emphasized,
with many young adults using fashion as a means to reflect their inner feelings
and identity. Fashion marketers should address socio-economic, cultural, and
psychological factors in their strategies, creating targeted products and
campaigns to build emotional connections. Policymakers should advocate for
sustainable fashion and educational programs to foster responsible consumption
among youth.
