Purpose This study aims – to examine new product adoption (NPA) in the context of clothing in Iran. Research design, data, and methodology – Data were gathered from cloth owners in Iran, focusing on famous cloth brands cloth. Further, using the proportionate stratified sampling method, a total 438 usable questionnaires were returned and analyzed through the use of structural equation modeling (SEM). In addition, LISREL software was used to analyze the data collected through the structured questionnaires. Results – Overall, the study findings indicate that education has a positive effect on new product adoption, whereas the impacts of religion and Attitude towards Consumption (ATC) on new product adoption are negative and significant, but the effect of age, peers, and income on new product adoption is not significant. Conclusions – Using date obtained from a large random sample of Iranian consumers, this study offers a deeper understanding of the attitudinal and personal antecedents of consumers’ new product adoption in an emerging market. Using the findings of the articles and conclusions will be useful for market researchers and, of course, business persons.

• Habibollah Javanmard(Department of Management, Islamic Azad University)
• Ali Iranmanesh(Instructor of Entekhab University) Corresponding Author
• Sorayya Bakhtiari Bastaki(Graduated of Business Administration, Islamic Azad University)