Files and links (1)
CC BY V4.0, Open Access
Thesis
DECODING THE FASHION QUOTIENT: AN EMPIRICAL STUDY OF KEY FACTORS INFLUENCING GENERATION Z’S PURCHASE INTENTION TOWARD FAST FASHION
Washington State University
Master of Science (MS), Washington State University
05/2024
DOI:
https://doi.org/10.7273/000006981
Abstract
With a reputation for offering stylish and on-trend clothing at pocket-friendly prices, fast fashion brands resonate with the economic realities faced by many Generation Z consumers. Generation Zers are not just a target consumer market but are a driving force shaping the future of the fashion industry. Their preferences, values, and behaviors impact trends, reshape retail practices, and influence the overall trajectory of the fashion landscape. The evolving discourse surrounding sustainability and conscious consumerism suggests that the future may see a recalibration of the fashion landscape, with Generation Zers at the forefront of demanding more responsible and transparent practices from the fashion industry. Therefore, this study aims to identify the factors significantly influencing U.S. Gen Z consumers’ intention to purchase fast fashion. Building on the theory of planned behavior (TPB), a research model for understanding Gen Z consumers’ intention to buy fast fashion products is proposed. Attitude, subjective norms
(SN), perceived behavioral control (PBC), environmental knowledge (EK), need for uniqueness (NFU), materialism (M), and fashion leadership (FL) are investigated as predictors. In addition, attitude is proposed as a mediator between environmental knowledge (EK), need for uniqueness (NFU), materialism (M), and fashion leadership (FL) and Gen Z consumers’ intention to purchase fast fashion products. Through a Qualtrics online survey, 528 eligible responses were gathered for analysis. The psychometric properties of the proposed model were examined, and the multiple regression method was applied to test the hypotheses. Attitude, perceived consumer effectiveness, environmental knowledge, and fashion leadership significantly affected Generation Z consumers’ intentions to shop fast fashion. Attitude plays a mediating role between Generation Z consumers’ environmental knowledge, need for uniqueness, fashion leadership, and their intention to shop fast fashion. The proposed research model exhibited good explanatory power, accounting for 68.9% of the variance in Generation Z consumers’ purchase intention toward fast fashion.
Metrics
12 File views/ downloads
41 Record Views
Details
- Title
- DECODING THE FASHION QUOTIENT
- Creators
- Weronika Wojdyla
- Contributors
- Ting Chi (Chair)Yini Chen (Committee Member)Sivasankari Gopalakrishnan (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Department of Apparel, Merchandising, Design and Textiles
- Theses and Dissertations
- Master of Science (MS), Washington State University
- Publisher
- Washington State University
- Number of pages
- 48
- Identifiers
- 99901125239801842
- Language
- English
- Resource Type
- Thesis