Further, the researcher examined the moderating effect of age and gender on relationships between fashion involvement, impulse buying and hedonic consumption. According to statistical analysis, there was a positive impact of fashion involvement and hedonic consumption on the impulse buying tendency of Sri Lankan apparel consumers. The sample of the study was drawn from the Colombo district, where 324 responses were obtained using a structured questionnaire. The researcher employed a single cross-sectional design for the study, and the population was Sri Lankan apparel consumers who were above twenty years old. The study was guided by the positivistic paradigm. This research aims to examine the impact of fashion involvement and hedonic consumption on the impulse buying tendency of Sri Lankan apparel consumers with the moderating effect of age and gender. Extant literature suggests that there can be a moderating effect of age and gender on the relationship between fashion involvement, hedonic consumption, and impulse purchases of apparels. The role of fashion involvement and hedonic consumption as predictors of fashion related impulse buying are less examined. Previous studies have identified many variables as antecedents of fashion-related impulse purchases. Filename: Colombage_Rathnayake_NBSM_JOM_2020_Impact_of_fashion_involvement_and_hedonic_consumption.pdfДЇashion and clothing are the foremost aspects of human life.

Hedonic consumption