Full-text of this article is not available in this e-prints service. This article was originally published following peer-review in International Journal of Retail & Distribution Management, published by and copyright Emerald.

Full-text of this article is not available in this e-prints service. This article was originally published following peer-review in Journal of Fashion Marketing and Management, published by and copyright Emerald.

Purpose – As social theorists propose that there has been an intensification of social and commercial pressures on men to become fashion consumers, this paper sets out to examine the proposition by investigating fashion consciousness of Generation Y male consumers. Design/methodology/approach...

Since environmental factors have influenced Generation Y shoppers (those born after 1977) to make them different from older groups, this study examines the decision making of Adult Female Generation Y consumers using Sproles and Kendall’s (1986) Consumer Styles Inventory (CSI). The study uses...