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Osmud Rahman is an Associate Professor of School of Fashion and his research interests are consumer behavior, fashion design and culture. His works have appeared in various journals such as the Journal of Fashion Marketing and Management, International Journal of Design, Design Journal, Fashion Practice, and Fashion Theory. He serves as an Associate Editor for the Journal of Fashion Marketing and Management, and also an Editorial Board member for the Portuguese Marketing Journal, and Fashion, Industry and Education journal. He is currently involved in a cross-cultural study of fashion consumption and also a research of men鈥檚 height and clothing fit.

•  Consumer behaviour
•  Branding strategies
•  Fashion culture and subculture
•  Aging consumers
•  Men鈥檚 body image and clothing fit
•  Consumer innovativeness
•  Online/offline shopping behaviour
•  Ethnic dress and multiculturalism
•  Sustainable consumption, production and prosumption
•  Sustainable design and practices
•  Cross-cultural studies

• 2014-2016 Social Sciences and Humanities Research Council Canada, SSHRC Insight Development Grant, $47,477; started July 2014; 鈥淐ross-national consumer research: Modelling fashion shoppers鈥� behavior and preferences鈥�, principal investigator: Osmud Rahman, co-investigator: Benjamin Fung
• 2014-2015 Hong Kong-Canada Crosscurrents Project, $2,500; started September 2014 ended September 2015; 鈥淐hinese Canadians and fashion consumption in metropolitan areas - Vancouver, Toronto, and Montreal鈥�, principal investigator: Osmud Rahman, co-investigator: Eric Li and Jack Leong
• 2014 鈥� Partnership for Change: The RBC Immigrant, Diversity and Inclusion Project Research Grant; start date: May, 2014, and end date May 2015, $5,860; 鈥淐ultural interchange through ethnic dress: Social engagement and public perceptions鈥�, principal investigator: Osmud Rahman

Refereed Journal Papers         

• Rahman, O., Hu, D. and Fung, B.C.M. (2023). 鈥淎 systematic literature review of fashion, sustainability, and consumption using a mixed methods approach.鈥� Sustainability, Vol. 15 No. 16, 12213.
• Rahman, O. and Navarro, H. (2023). 鈥淧erceptions of men鈥檚 height and self-objectification: Critical social perspectives across gender and age groups.鈥� Trends in Psychology. 
• Rahman, O. and Navarro, H. (2022). 鈥溌璏en鈥檚 physical stature: Tackling heightism and challenges in fashion consumption.鈥� Behavioral Sciences, Vol. 12 No. 8, 270.
•  Yu, H., Rahman, O., Robichaud, Z. and Pearson, D. (2022). 鈥淓xperiential value and shopping well-being of aging consumers.鈥� Canadian Journal of Administrative Sciences, Vol. 39 No. 2, pp. 168-183.
• Rahman, O. and Kharb, D. (2021). 鈥淧roduct choice: Does eco-labeling play an important role in apparel consumption in India?鈥� Fashion Practice: The Journal of Design, Creative Process & the Fashion Industry, Vol. 14 No. 2): 266-291.
• Rahman, O., Fung, B.C.M., and Kharb, D. (2021). "Factors influencing consumer choice: A study of apparel and sustainable cues from Canadian and Indian consumers鈥� perspective." International Journal of Fashion Design, Technology and Education, Vol. 14 No. 4, pp. 151-161.
• Koszewska, M., Rahman, O. and Dyczewski, B. (2020). 鈥淐ircular fashion 鈥� consumers鈥� attitudes in cross-national study: Poland and Canada鈥�, AUTEX Research Journal, 1-11.
• Rahman, O. and Koszewska, M. (2020). 鈥淎 study of consumer choice between sustainable and non-sustainable apparel cues in Poland鈥�, Journal of Fashion Marketing and Management, Vol. 24 No. 2, pp. 213-234.
• Rahman, O., Fung, B.C.M. and Chen, Z. (2020). 鈥淵oung Chinese consumers鈥� choice between product-related and sustainable Cues: The effects of gender differences and consumer innovativeness鈥�, Special issue: Sustainable development and practices: production, consumption and presumption, Sustainability, Vol. 12 No. 9, pp. 1-29.
• Rahman, O., Chen, Z., Fung, B.C.M. and Kharb, D. (2020). 鈥淎 cross-national study of young female consumer behaviour, innovativeness and apparel evaluation: China and India鈥�. The Journal of the Textile Institute, Vol. 111 No. 3, pp. 334-344.
• Rahman, O. and Yu, H. (2019). 鈥淜ey antecedents to the shopping behaviours and preferences of aging consumers: A qualitative study鈥�, Journal of Fashion Marketing and Management, Vol. 23 No. 2, pp. 193-208.
• Yu, H. and Rahman, O. (2019). 鈥淏randing strategies in transitional economy: The case of Aimer鈥�, Journal of Global Fashion Marketing, Vol. 10 No. 1, pp. 93-109.
• Dyczewski, B., Koszewska, M., Rahman, O. and Kharb, D. (2018). 鈥淚nternational conditions for following fashion: On the example of Poland, Canada, and India鈥�. Roczniki Kulturoznawcze/Annals of Cultural Studies, Vol. 9 No. 4, pp. 105-118. [In Polish]
• Yu, H. and Rahman, O. (2018). 鈥淚nclusive apparel shopping experiences for older consumers in China鈥�, International Review of Retail, Distribution and Consumer Research, Vol. 28 No. 5, pp. 531-553.
• Rahman, O. (2018). 鈥淥nline consumer choice: Footwear design and visual presentation鈥�, Journal of Textile and Apparel, Technology and Management. Vol. 10 No. 4, pp. 1-19.
• Rahman, O. and Yu, H. (2018). 鈥淎 study of Canadian female baby boomers: Physiological and psychological needs, clothing choice and shopping motives鈥�, Journal of Fashion Marketing and Management. Vol. 22, No. 4, pp. 509-526.
• Rahman, O. and Kharb, D. (2018). 鈥淔ashion innovativeness in India: Shopping behaviour, clothing evaluation and fashion information sources鈥�, International Journal of Fashion Design, Technology and Education. Vol. 11, No. 3, pp. 287-298.
• Rahman, O. and Chang, W.-T. (2018). 鈥淯nderstanding Taiwanese female baby boomers through their perceptions of clothing and appearance鈥�, Fashion Practice: The Journal of Design, Creative Process & the Fashion Industry. Vol. 10, No. 1, pp. 53-77.
• Rahman, O., Fung, B.C.M., Chen, Z., Chang, W.-L. and Gao, X. (2018). 鈥淎 study of apparel consumer behaviour in China and Taiwan鈥�, International Journal of Fashion Design, Technology and Education, Vol. 11, No. 1, pp. 22-33.
• Alkhodair, S.A., Fung, B.C.M., Rahman, O. and Hung, P.C.K. (2018). 鈥淚mproving interpretations of topic modeling in microblogs鈥�, Journal of the Association for Information Science and Technology, Vol. 69, No. 4, pp. 528-540.
• Rahman, O., Fung, B.C.M., Chen, Z. and Gao, X. (2017). 鈥淎 cross-national study of apparel consumers鈥� preferences and the role of product evaluative cues鈥�, Asia Pacific Journal of Marketing and Logistics, Vol. 29, No. 4, pp. 796-812.
• Rahman, O. and Gong, M. (2016). 鈥淪ustainable practices and transformable fashion design 鈥� Chinese professional and consumer perspectives鈥�, International Journal of Fashion Design, Technology and Education, Vol. 9, No. 3, pp. 233-247.
• Rahman, O. (2016). "The hoodie: Consumer choice, style and symbolic meaning", International Journal of Fashion Studies. Vol. 3 No. 1, pp. 111-133.
• Rahman, O., Fung, B. and Yeo, A. (2016). 鈥淓xploring the meanings of hijab through online comments in Canada鈥�, Journal of Intercultural Communication Research, Vol. 45, No. 3, pp. 214-232.
• Rahman, O., Wong, K.K.-K. and Yu, H. (2016). 鈥淭he effects of mall personality and fashion orientation on shopping value and mall approach behaviour among Chinese shoppers鈥�, Journal of Retailing and Consumer Services, Vol. 28, pp. 155-164.
• Chang, W.-L., Rahman, O., Hsu, C.W. and Chang, H.-C. (2015), 鈥淪ervice brand and customer attire: A genetic algorithm approach鈥�, International Journal of Fashion Design, Technology and Education. Vol. 8 No. 3, pp. 194-205.
• Rahman, O. (2015), 鈥淒enim jeans: A qualitative study of product cues, body type and appropriateness of use鈥�, Fashion Practice: The Journal of Design, Creative Process & the Fashion Industry, Vol. 7 No. 1, 53-74.
• Payne, R. and Rahman, O. (2014), 鈥淭he eye tracking exploratory study of the consumer鈥檚 gaze upon fashion video鈥�, Revista Portuguesa de Marketing/Portuguese Journal of Marketing. Vol. 33, pp. 59-74.
• Rahman, O., Fung, B. and Liu, W.-S. (2014). 鈥淯sing data mining to analyze fashion consumers鈥� preferences from a cross-national perspective鈥�, International Journal of Fashion Design, Technology and Education, Vol. 7 No. 1, pp. 42-49.
• Rahman, O., Chen, X. and Au, R. (2013), 鈥淐onsumer behaviour of Chinese pre-teen and teenage youth鈥�, Journal of Global Fashion Marketing, Vol. 4 No. 4, pp. 247-265.
• Rahman, O., Liu, W.-S. and Cheung, M.-H. (2013), 鈥淐osplay: Imaginative self and performing identity鈥�, Russian Fashion Theory: The Journal of Dress, Body & Culture. Vol. 27, pp. 209-235. [In Russian]
• Chu, A. and Rahman, O. (2012). 鈥淐olour, clothing, and the concept of 鈥榞reen鈥�: Colour trend analysis and professionals鈥� perspectives鈥�, Journal of Global Fashion Marketing, Vol. 3 No. 4, pp. 147-157.
• Rahman, O., Liu, W.-S. and Cheung, M.-H. (2012), 鈥淐osplay: Imaginative self and performing identity鈥�, Fashion Theory: The Journal of Dress, Body & Culture. Vol. 16 No. 3, pp. 317-342.
• Rahman, O. (2012), 鈥淭he influence of visual and tactile inputs on denim jeans evaluation鈥�, International Journal of Design. Vol. 6 No. 1, pp. 11-25.
• Rahman, O., Chen, X. and Au, R. (2011), 鈥淎n empirical study of 鈥楲ittle Emperor鈥� shopping behavior, Revista Portuguesa de Marketing/Portuguese Journal of Marketing. Vol. 27, pp. 105-117.
• Rahman, O. (2011), 鈥淯nderstanding consumers鈥� perceptions and behaviour: Implications for denim jeans design鈥�, Journal of Textile and Apparel, Technology and Management, Vol. 7 No. 1, pp. 1-16.
• Rahman, O., Liu, W.-S., Lam, E. and Chan, M.-T. (2011), 鈥淟olita: Imaginative self and elusive consumption鈥�, Fashion Theory: The Journal of Dress, Body and Culture, Vol. 15 No. 1, pp. 7-28.
• Rahman, O., Jiang, Y. and Liu, W.-S. (2010), 鈥淓valuative criteria of denim jeans: A cross-national study of functional and aesthetic aspects鈥�, The Design Journal, Vol. 13 No. 3, pp. 291-311.
• Rahman, O., Jiang, Y. and Liu, W.-S. (2009), 鈥淓valuative criteria for sleepwear: A study of privately consumed product in the People鈥檚 Republic of China鈥�, International Journal of Fashion Design, Technology and Education, Vol. 2 No. 2-3, pp. 81-90.
• Rahman, O., Zhu, X. and Liu W.-S., (2008), 鈥淎 study of the pyjamas purchasing behaviour of Chinese consumers in Hangzhou, China鈥�, Journal of Fashion Marketing and Management, Vol. 12 No. 2, pp. 217-231.

Book Chapter

• Navarro, H. and Rahman, O. (2023). Challenges and opportunities in designing and branding height-inclusive menswear. In D. Reynders and H. Van den Bulck (Eds.) Masculinities + Inclusive Articulations and Practices in Fashion, Media and Popular Culture, Academic and Scientific Publishers, ASP Editions, Brussel, pp. 134-147.
• Rahman, O. and Petroff, L. (2014). Communicating brand image through fashion designers鈥� homes, flagship stores and ready-to-wear collection. In J.H. Hancocks, II, V. Manlow, G. Muratovski and A. Peirson-Smith (Eds.) Global Fashion Brands: Style, Luxury & History, Intellect Publisher, UK, pp. 179-198.