The objective of this study was to investigate differences in clothing behavior and individual characteristics of female college students by their body cathexis and clothing attitude. The college students selected by random sampling were classified into four groups by their body cathexis and clothing attitude: positive congruity(positive body cathexis and clothing attitude, G1), positive incongruity(negative body cathexis and positive clothing attitude, G2), negative congruity(negative body cathexis and clothing attitude, G3), negative incongruity(positive body cathexis and negative clothing attitude, G4). The results were as follows: G1 was high in both public and personal self-esteem and self-image, extroverted, refined and impulsive. G2 were fashion opinion leaders, highly uneasy about society, highly impulsive, modem, peculiar, creative and introspective. G3 was highly uneasy about society, low in self-esteem, and less impulsive. G4 was low in both public self-esteem and fashion innovation, and avoided impulsive buying.