This book offers an interdisciplinary exploration of consumer behaviour in the fashion industry and the factors driving consumer decision-making. Divided into four key themes, international contributors at the forefront of fashion and consumer insight investigate the cultural evolution and attributes of fashion consumption, the individual characteristics of consumers that influence the purchase of fashion garments, online fashion behaviours and the emergence of second-hand shopping and sustainability on fashion choices. Chapters explore the use of fashion as an extension of self, the role of augmented reality as well as the impact that ideological shifts, such as veganism, have on fashion consumption. This book will be an essential resource for scholars across fashion, consumer psychology and marketing. It will also appeal to students pursuing advanced courses in fashion.