FASHION, IDENTITY, AND CONSUMPTION BEHAVIOUR OF SILVER GENERATION WOMEN: INSIGHTS FROM JAIPUR'S EMERGING SILVER ECONOMY
DOI:
https://doi.org/10.29121/JISSI.v2.i2.2026.72Keywords:
Silver Generation, Fashion Behaviour, Comfort, Identity, Consumption, Silver EconomyAbstract
The silver generation (women aged 50 years and above) represents a rapidly expanding and economically influential consumer segment within the contemporary fashion landscape. Despite increasing purchasing power and evolving lifestyle aspirations, their fashion needs and consumption behaviour remain underexplored. This study examines fashion attitudes, preferences, and buying behaviour among 100 silver-generation women in Jaipur using a structured questionnaire. Descriptive statistics, Spearman's rank correlation, and chi-square goodness-of-fit tests were used to analyse the data. The findings reveal that a majority of respondents can access clothing aligned with their preferences and view fashion as an important aspect of identity. Comfort, functionality, versatility, and quality emerge as dominant purchase determinants, while trend-following behaviour remains moderate. Chi-square tests confirmed that response patterns on all major behavioural items differed significantly from a uniform/random distribution (p < 0.01), indicating genuine, non-random preference structures rather than chance variation. The study further indicates a preference for physical retail channels and value-driven spending patterns. Correlation analysis highlights significant relationships between identity, comfort, and quality preferences, demonstrating a rational and need-based consumption approach. The study contributes to the growing discourse on the silver economy and offers implications for inclusive and age-responsive fashion strategies.
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