The Influence of Social Identity and Cultural Authenticity in Shaping Consumer Behaviour in Fashion among students in a Public University in Ghana

Purpose: The study examined how social identity and cultural authenticity guide fashion buying behaviour among university students at a public University in Ghana. It studied how factors such as group belonging, cultural pride, and peer influence determine students’ preferences for local versus global fashion brands. Methodology/Design: A quantitative cross-sectional design was used for the study. A structured questionnaire was administered to a stratified random sample of 392 students aged 18 upwards. The data gathered were analysed using the Statistical Package for the Social Sciences (SPSS) for Windows, version 26, applying descriptive statistics and regression analysis to evaluate correlations among social identity, cultural authenticity, brand perception, and fashion behaviour. Findings: The outcome of the study demonstrated that social identity strongly influenced purchasing intentions (β = 0.576, p < 0.001), brand loyalty (β = 0.307, p < 0.001), and preference for local brands (β = 0.613, p < 0.001). Cultural authenticity had a substantial impact on choice for local brands, with ethnic and local craftsmanship appearing as the best predictor (β = 0.551, p < 0.001). In addition, brand perception partially mediated the relationship between social identity and cultural authenticity and fashion customer behaviour, and students favoured apparel labels that resonated with their cultural identity and social affiliations. Practical and Social Implications: The findings of the study underline the necessity to integrate cultural components and identity values into local fashion branding efforts. For policymakers and fashion marketers, this research provides empirical data supporting programmes that promote cultural authenticity and identity-driven branding as instruments for sustainable fashion development in Ghana. Originality: This study contributes to literature on fashion consumer behaviour in African contexts by presenting a localised analysis of identity, culture, and branding influences among Ghanaian university students. It uniquely posits brand perception as a mediator between social structures and fashion behaviour within a Sub-Saharan African university setting.