Authors : Laila Yaqoob

Volume/Issue : Volume 10 - 2025, Issue 2 - February

Google Scholar : https://tinyurl.com/3ubewvx2

Scribd : https://tinyurl.com/bdz4dyae

DOI : https://doi.org/10.5281/zenodo.14944169

Abstract : These research questions aim at establishing the impact of Pakistani fashion and traditional dress of the 1960s on today’s urban consumer consumption pattern. The study based on the Theory of Planned Behavior focuses on the attitudes, subjective norms, and perceived behavioral control to predict purchasing behavior. N 300 Urban participant’s filled structured questionnaire, and tests were run using statistical analysis such as regression & mediation tests. This research shows that the actual belief of society and cultures has a significant impact on the behavior and it can be concluded that subjective norm has the largest effect on the consumer behavior.This research fills the gaps in the literature by explaining how history influences the consumption patterns of the present population.

Keywords : Traditional Attire, 1960s Fashion, Consumer Behavior, Subjective Norms, Cultural Heritage.

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