Reviewing the Effect of Religion, Materialism and Demographic Features of the Consumer on Mental Involvement in Fashion Clothing (Case Study: Yazd)

Among the factors that are necessary to facilitate the consumer’s daily life with high mental involvement, fashion clothing is an important and significant factor for many consumers. According to the importance of the subject, this research reviewed the effect of religion, materialism and demographic features of the consumer on mental involvement in fashion clothing among citizens of Yazd. Confirmatory factor analysis method has been applied in analytical statistics of this research to determine the role and position of each one of the research elements by using Amos software. Correlation test has been used in order to review the relations between fashion clothing involvement and its dimensions, and linear regression test in order to determine the effect manner of involvement in fashion clothing and mental knowledge on confidence in fashion decision making. The statistical population includes all the individuals above 20 years old in Yazd City; the sample size was calculated 99 individuals by using Cochran formula. The research results showed that religion and materialism have significant effect on mental involvement in fashion clothing and involvement has a positive and significant effect on fashion decision making confidence. Furthermore, mental involvements in fashion clothing and mental knowledge have a positive and significant effect on fashion decision making confidence and it was specified in the reviewing of the relation between demographic factors (sex, age,…) and the studied variables that the correlation between them was not significant even in the confidence level of 95 percent.