Factors determining fashion clothing interest and purchase intention: a study of generation z consumers

The globalization effect, technological innovations and the tremendous emergence of social media platforms have led to dramatic changes in the fashion sector. Generation Z is a contemporary cohort which plays an important role in shaping the buying behavior of consumers with respect to the fashion industry. The group of individuals we know as Generation Z is those who were born from 1997 till 2012, hence the members of this cohort are referred to as "digital natives." Generation Z individuals are skilled users of the Internet, mobile telephones, and social networks. The decisions made by Generation Z consumers in terms of their purchasing of clothes are influenced by a variety of sources of information on the Internet, as well as by the opinions of celebrities and information from their friends. Therefore, it is vital to gain insight on the factors which contribute to the generation Z consumers’ interest in fashion clothes. This research serves as a conceptual exploration of the factors affecting the decisions regarding fashion apparel made by members of generation Z. It looks into previous works done by other researchers and academics in the area of consumer behavior, engagement with fashion, brand image and influence of social media, electronic word of mouth, perceived quality and price sensitivity, sustainability and self-expression. This paper brings all elements together in a conceptual framework that explains their effects on the consumers’ purchase intention. The research concludes that the interest in the fashion industry is complicated and driven by psychology, socio-economic conditions, and technological development. It is found that social media platforms such as Instagram and Youtube represent the most influential marketing channels. Similarly, the availability of brand image, product quality, affordability, and sustainability are other important elements of the purchasing process. This paper has also some theoretical contributions for the future research and managerial recommendations for fashion companies targeting generation Z consumer.