Fashion and apparel extend beyond functional utility, significantly influencing individuals' confidence, mood, and overall psychological well-being. This study investigates how clothing-related attributes — including fit and comfort, color preference, fashion trends, social influence, and mindful consumption — affect self-esteem and emotional health. Primary data were collected from 491 respondents across selected cities in Tamil Nadu, India, using a structured questionnaire. Structural Equation Modelling (SEM) was employed to examine both direct and indirect relationships among the constructs. The model demonstrated an excellent fit (CMIN/DF = 1.327; RMSEA = 0.026; CFI = 0.994). Findings reveal that fashion trends exerted the strongest direct effect on psychological well-being (β = 0.218), followed by clothing and color. Perceived fit and mindful consumption served as key mediating variables, amplifying the influence of clothing and color on psychological outcomes. Demographic variables including age, gender, locality, education, occupation, and income were found to significantly moderate psychological responses to apparel. The study underscores the psychological dimension of apparel consumption and offers actionable insights for apparel brands seeking to foster consumer well-being..
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