Opinion leaders, designers’ labels and brand image as drivers of identity-driven consumption in emerging fashion market

Purpose This study aims to examine how designers’ labels in emerging economy influence consumers in vogue behaviour through fashion mavens (opinion leaders), perceived brand image, quality and price consciousness. Using Malaysia as the empirical context, the research highlights how identity and consumption drivers converge within the sustainability paradox of fashion markets. Design/methodology/approach Data were collected through mall intercept surveys in Klang Valley, Kuala Lumpur, with constructs including perceived quality, price consciousness, brand image, exposure to fashion mavens and vogue behaviour. SmartPLS 3.2.8 was used to test direct, indirect and mediated relationships, ensuring methodological rigour and robust validation of measurement and structural models. Findings Results demonstrate that brand image is the most powerful driver of vogue behaviour and mediates the influence of fashion mavens, who also exert strong direct effects. In contrast, perceived quality and price consciousness show limited impact, underscoring that identity, exclusivity and opinion leadership outweigh utilitarian attributes in shaping fashion consumption in emerging economies. Originality/value This study contributes new insights by reframing fashion consumption in emerging economies as identity-driven rather than utilitarian. It extends the theory of reasoned action by showing how opinion leadership and brand image jointly shape consumer behaviour in contexts where visibility and prestige dominate. By clarifying the limited role of quality and price, the research challenges conventional assumptions in fashion marketing and offers a novel lens for understanding the sustainability paradox in emerging markets.