Fashion Consciousness

What it measures

A four-item scale measuring a consumer's fashion self-concept as socially referenced — how fashion-conscious, stylish, and skilled at clothing coordination one believes one's friends would describe them as being. All items use third-person peer attribution ('My friends would...'), capturing socially validated fashion identity rather than self-assessed fashion interest. The scale is appropriate for research where fashion identity is theoretically relevant and social recognition is part of the construct.

Response format

7-point Likert

Scale items

• My friends would describe me as fashion-conscious.
• My friends would tell you that I have a good style.
• My friends would say that I know what looks good on me.
• My friends would tell you that I know how to mix and match different fashion items.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Two reliability estimates: α = .92 (Study 2, n = 297 women shopping in Milan) and α = .82 (Study 4, n = 249 female college students in Europe) — Moreau et al. (2020). VALIDITY: Not reported. All items use peer-attribution framing ('My friends would...') which may introduce social desirability or accuracy concerns — respondents are rating their perceived social reputation for fashion, not their self-assessed interest. Scale adapted from Klesse, Cornil, Dahl & Groeppel-Klein (2018).

Citation

Moreau, C. Page, et al. (2020). Journal of the Academy of Marketing Science, 48(5), 934–949.

Keywords