Impact of Big Five Personality Traits on Collaborative Fashion Consumption of Delhi NCR Customers – An Extension of Theory of Planned Behavior
Jan 2026, Vol. 4, No. 1, Issue
Author(s)
Siva Ganesh Babu (AAFT School of Fashion and Design)
Dr. Sanjay Gupta (World University of Design, Sonipat)
Abstract
This study investigates the psychological and behavioral determinants of Collaborative Fashion Consumption (CFC) in India by integrating the Theory of Planned Behavior (TPB) and the Big Five Personality Model (BFM). Using structural equation modelling (SEM) with path analysis on a sample of 400 respondents, the research examines the influence of attitude (CFCA), sustainable norms (SNCFC), perceived behavioral control (PBCCFC), and personality traits—openness, conscientiousness, extraversion, agreeableness, and neuroticism—on collaborative fashion consumption intention (CFCI) and its subsequent effect on behavior (CFCB). The model demonstrated excellent fit (χ² = 14.485, df = 6, GFI = .993, CFI = .996, RMSEA = .060) and explained 77.3% of variance in CFCI and 77.8% in CFCB. Results revealed that attitude, openness, agreeableness, and perceived behavioral control were strong predictors of intention, while sustainable norms enhanced intention but negatively influenced behavior directly, indicating a value–action gap. Intention emerged as the strongest determinant of behavior (β = .998), confirming TPB’s central premise. The findings highlight the need for attitude-focused, accessible, and personality-aligned strategies to promote collaborative consumption in the Indian fashion sector, while recommending caution against over-reliance on normative pressure that may deter actual engagement.
Keywords
Collaborative Fashion Consumption, Theory of Planned Behavior (TPB), Big Five Personality Traits, Sustainable Fashion, Consumer Behavior in India, Path Analysis (SEM)
DOI :
Copyright & Licence
Authors publishing in JAARD retain copyright in their work and grant the journal the right of first publication. Published articles are made available under the Creative Commons licence specified by the journal. Current licence: Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0).
Dates
Published: 30th Jan 2026
Received: 30th Sept 2025
Accepted: 23rd Dec 2025
Pages : 71-87
Citation
Babu, S. G. & Gupta, S. (2026). Impact of Big Five personality traits on collaborative fashion consumption of Delhi NCR customers: An extension of theory of planned behavior. International Journal of Arts, Architecture & Design, 4(1), 71–87. https://doi.org/10.62030/2026Janpaper6
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