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.

Representative items

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

Citation

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