I.S. IDOGUN

This study examined the influence of cultural diversity on consumer buying decisions in the fashion industry within Benin City, Nigeria. Using a descriptive survey design, data were obtained from 400 respondents selected through stratified random sampling and analyzed using descriptive and regression techniques. Findings revealed that cultural factors—particularly values, beliefs, and norms—significantly shape consumers’ fashion preferences and purchase behaviours. Differences were observed among ethnic groups such as the Edo, Esan, and Afemai, while globalization and media exposure fostered hybrid fashion styles blending traditional and modern elements. The study concludes that cultural diversity strongly determines how consumers perceive, evaluate, and choose fashion products. It recommends that fashion marketers adopt culturally responsive strategies that integrate indigenous aesthetics and promote inclusivity to appeal to diverse consumer segments in Nigeria.