Proceedings of the 4th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2021, 27-28 July 2021, Semarang, Indonesia

Research Article

Factors Affecting Generation Z Attitudes and Purchase Behavior towards Buying Luxury Fashion Product

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  • @INPROCEEDINGS{10.4108/eai.27-7-2021.2316913,
        author={Prima Ulfa Mulia Arta and Annisa Rahmania Qastharin},
        title={Factors Affecting Generation Z Attitudes and Purchase Behavior towards Buying Luxury Fashion Product},
        proceedings={Proceedings of the 4th International Conference on Economics, Business and Economic Education Science, ICE-BEES 2021, 27-28 July 2021, Semarang, Indonesia},
        publisher={EAI},
        proceedings_a={ICE-BEES},
        year={2022},
        month={3},
        keywords={generation z purchase intention purchase behavior theory of planned behavior luxury fashion product pls-sem},
        doi={10.4108/eai.27-7-2021.2316913}
    }
    
  • Prima Ulfa Mulia Arta
    Annisa Rahmania Qastharin
    Year: 2022
    Factors Affecting Generation Z Attitudes and Purchase Behavior towards Buying Luxury Fashion Product
    ICE-BEES
    EAI
    DOI: 10.4108/eai.27-7-2021.2316913
Prima Ulfa Mulia Arta1,*, Annisa Rahmania Qastharin1
  • 1: Institut Teknologi Bandung
*Contact email: prima_ulfa@sbm-itb.ac.id

Abstract

As Generation Z is aware of luxury fashion brands and started spending their money on luxury fashion products, the market of luxury fashion products was having a demographic shift in their consumer. Generation Z is becoming the potential main target in the luxury fashion industry. This study aims to identify the Generation Z attitude towards buying luxury fashion products and purchase behavior as Generation Z has unique and different behavior to other generations. Not only that, but this study also reveals the relationship between attitude, subjective norm, perceived behavioral control, and purchase intention as well as the behavior. The approach will be quantitative by using Partial-Least Square (PLS)-Structural Equation Modeling (SEM) analysis. The findings show that social media influencers, sustainability value, brand collaboration, hedonic value, and price-quality value have a positive and significant impact on Generation Z’s attitude towards buying luxury fashion products. The analysis obtained indicates that the attitudes towards buying luxury fashion give an indirect impact on Generation Z’s luxury fashion purchase behavior. The implication of the findings will become insights for luxury fashion brands as preparation for approaching Generation Z, the future biggest luxury customer.