Sociological Explanation of Social-Cultural Determinants of Women's Clothing Orientation (Case study: Women aged 15- 49 in Shiraz)

The purpose of this research is to identify and explain socio-cultural determinants of women's clothing orientation. The statistical population of the study is women in the age group of 15 to 49 years old in Shiraz in 1396. In a multi-stages cluster sampling, 550 women were selected as sample. The data gathering tool was a researcher-made questionnaire consisting of 53 items with construct validity (65%) and reliability (79%). Structural equation modeling and Amos software have been used to analyze the data.
The results of the research show that 38% of the surveyed women tended to Islamic fundamentalist clothing, 50. 5% had a moderate orientation and 11. 5% had a secular clothing orientation. In this process, the determinants of development worldview with load factor of 0. 36 and new communication media with load factor of 0. 63 (at the global level), consumerism with load factor of 0. 56, socio-economic base with load factor of 0. 41 and family with load factor of 0. 37 (at the local level), and hedonism with load factor of 0. 53 and the need for confirmation with load factor of 0. 42 (at the individual level), form and direct women’s clothing in a structural relation.