  As a mediator variable, self-confidence is one of the most effective elements
of the decision-making process of consumer behaviour. This research has studied
the effects of different aspects of consuming fashion on the self-confidence
and behaviour of consumers in Tehran's clothing market. This study has
considered the acceptance of new products, interest in mode and fashion,
utilitarianism, and personal taste in its analysis. This research aims to
understand the fashion buying behaviour amongst Iranian consumers in
consideration of their attitude towards self-confidence and aspects of fashion
consumption. The statistic sample is 400 consumers from Tehran's clothing
market who have been chosen based on the random availability procedure. The
primary tool in this research was a questionary used to testify the assumptions
and a model fit created by using structural equations and factor analysis. This
research showed that the interest in mode and fashion, personal taste,
utilitarianism, and new products positively impact self-confidence. In
addition, the positive impact of self-confidence on fashion buying behaviour
was confirmed.
