Factors determining fashion clothing interest and purchase intention

A study of Generation Z consumers in India

Datos Bibliográficos

ID7154229
AutoresNeetu Singh (0000-0002-0338-9846, Symbiosis International University), Niketa Chakrabarti (0000-0003-2898-5609, Pearl Academy), Rajesh Tripathi (0000-0003-1709-5993, Universidad Politécnica de El Salvador)
Año2025
Volumen12
Número3
Páginas423-446
Fecha de publicación2025-07-01
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaFashion Style & Popular Culture (JOURNAL)
Identificadores de la revistaISSN: 2050-0726 • E-ISSN: 2050-0734
EditorialIntellect (PUBLISHER • GB)
DOI10.1386/fspc_00197_1
OpenAlexW4379931631
IdiomaEN
Citas recibidas1
Referencias citadas91

This research provides a framework of factors determining clothing interest and subsequent purchase motivation of Generation Z consumers in India. The predictors of young consumers’ clothing interest are uniqueness, self-concept, brand image, word of mouth and perceived quality, with price consciousness moderating the interaction between clothing interest and purchase intention. The study employed structural equation modelling to analyse data collected via a self-administered questionnaire from 211 consumers across India aged 18–24. The resultant model established the role of uniqueness, self-concept and brand image as significant predictors of clothing interest, which influenced consumers’ purchase intention positively. Both word of mouth and perceived quality have a low impact on the fashion clothing consumption of young consumers. The moderating role of price consciousness was also not established indicating that young consumers would go ahead with their clothing purchase if they develop an interest in it, regardless of the price. As the results confirmed the role of uniqueness, self-concept and brand image on clothing interest, which in turn influence consumers’ purchase motivation, this study throws significant insight on factors, which determine young consumers’ clothing interest. The research will hence enable clothing brands to develop strategies, which fit the young consumers’ values and appeal to their aspirational lifestyle, influencing their purchase motivation and brand loyalty in return

Advertising · Business · Clothing · Consumer behaviour · Political science · Sociology · Word of mouth · Consumer Behavior in Brand Consumption and Identification · Consumer Retail Behavior Studies · Digital Marketing and Social Media · Psychology · Marketing