Most buying decisions are affected by the customer's analysis of the advantages and disadvantages of the product and its emotional aspects. Psychological and marketing studies have confirmed the role of customer emotions in various stages of the purchasing process. The present study aims to identify the dimensions and factors that potentially influence customer emotions in buying luxury cosmetics. First, in order to identify the various aspects of customer emotions, a qualitative study was conducted using in-depth semi-structured interviews with 23 customers of luxury cosmetics and health products in Telegram groups. This study led to the identification of various dimensions of customer emotions and a list of factors that potentially act as antecedents of emotions in the target population. In the next step, based on group consensus, the antecedents affecting customer emotions were determined. The members of the panel at this stage included 15 specialists and experts in the fields of marketing, psychology, companies importing luxury cosmetics and hygiene products which are active in online networks, as well as managers of luxury cosmetics and hygiene groups in online spaces. The consensus of experts was reached in three stages and 36 factors affecting customers' emotions were determined and ranked based on the relevance or strength of the perceived effect from the point of view of experts. Finally, they were classified into three categories as group and product variables, situational variables, and individual variables.

As a mediator variable, self-confidence is one of the most effective elements of the decision-making process of consumer behaviour. This research has studied the effects of different aspects of consuming fashion on the self-confidence and behaviour of consumers in Tehran’s clothing market. This study has considered the acceptance of new products, interest in mode and fashion, utilitarianism, and personal taste in its analysis. This research aims to understand the fashion buying behaviour amongst Iranian consumers in consideration of their attitude towards self-confidence and aspects of fashion consumption. The statistic sample is 400 consumers from Tehran’s clothing market who have been chosen based on the random availability procedure. The primary tool in this research was a questionary used to testify the assumptions and a model fit created by using structural equations and factor analysis. This research showed that the interest in mode and fashion, personal taste, utilitarianism, and new products positively impact self-confidence. In addition, the positive impact of self-confidence on fashion buying behaviour was confirmed.