Introduction

This book aims to provide content specifically discussing consumer behavior related to fashion and apparel. Consumer behavior is a crucial subject in marketing and merchandising. However, because consumers’ decisions related to their appearances are largely influenced by their identity, culture, and social environments, the studies of consumer behavior in the fashion/apparel fields need to reflect and emphasize specific areas. The majority of the content in this book has come from another open educational resource, Introduction to  Consumer Behavior , by Andrea Niosi, as well as other  open textbooks, websites, and articles created by Psychology, Sociology, Anthropology, Business, and Marketing scholars and authors.

This book is an outcome of a two-year project supported by Iowa State University’s Miller Open Education Mini Grant (2023). By Fall 2023 the book was reorganized and two chapters specifically related to apparel and fashion consumers are added. By Fall 2024, the book content will be modified and supplemented with concepts and examples tailored to the books’ audience. The project is scheduled to conclude by Spring 2025 with a series of assessment and dissemination.  The content will be continuously evaluated and updated.