...Teena Agarwal; Navneet Gera; Swati Rohatgi Purpose Given that the demand for fashion products is rising in developed nations, this study examines the effects of spirituality, subjective norms, attitude, traits of vanity and the need for uniqueness on purchase intention toward fashion products...

... media and technical advances within the fashion business, the study aims to investigate the role of virtual fitting rooms in influencing consumer behaviour and purchase intentions through social media, with respect to fashion products. Design/methodology/approach The study used a combination...