Spirituality effects on consumption behaviour in the fashion market industry and its importance for the development of successful marketing strategies: A comparative study of female consumers in the UK and Iran

This study aims to investigate the effects of spiritual beliefs of consumers on their consumption behaviour in the fashion industry. The lack of research in this field, as well as the growing interest of consumers around the world on spirituality has led to increased interest amongst scholars in a topic and makes this study very significant and timely for the fashion market industry. This investigation aims to compare spiritual consumers from the UK and Iran in order to identify the impact that religious, and socio-cultural beliefs may have on the spiritual consumer's buying patterns. The study will therefore identify appropriate marketing strategies, to enable the development of marketing value prepositions appropriate for this segment