Impact of Status Consumption on Buying of Fashion Products and its Behavioral Outcomes in Context of Young Female Consumers

Purpose: The purpose of doing this research study is to explore the three important research objectives which explore the impact of fashion related behavioral outcomes of female university students, residing in Pakistan. The concept of this research study arises due to lack of academic inquiry about the influence of materialism on FC and SC particularly among female university students of Pakistan. Methodology: Building framework on these bases frame work is developed which shows materialism shows positive relationship with SC and FC. Reason is that Islam is most modernized religion and allows its followers to adopt all the new trends (of fashion or from any field). Findings: The findings suggests that the sample under study have religious thoughts, they full fills all the orders of Allah, say their prayers daily, but they also seem fashionable not vulgar. Everything that seems vulgar or comes in the category of extravagance is not allowed in Islam. Finding of this paper support previous work and tell that status and materially driven female students need to attain social attention so they use fashionable products to enhance their self-image. In similar concern, the relationship between other variables like fashion consciousness and its effect on self-image. Implications: In Pakistan, fashion consciousness is increasing rapidly. This study will be helpful for brands and policy makers to better under consumer need and serve them accordingly.