...Burcu Kantarcıoğlu; Umut Kubat Dokumacı Purpose Generation Z, the fastest-growing consumer demographic in the fast fashion industry, exhibits a strong affinity for fast fashion brands. This study examines Gen Z’s consumption behaviour, focusing on how perceived values shape attitudes and purchase...

...Xiao Huang; Fangyan Wu Purpose This study aims to understand how product attributes (object stimuli), social influences (social-psychological stimuli) and internal factors (internal stimuli) contribute to Chinese Generation Z’s purchase intentions (responses) for new Chinese style apparel (NCSA...

... and warm glow benefits positively impacted Generation Z's (Gen Z's) attitudes toward green apparel. In contrast, the self-expressive benefits had no effect. In addition, attitude and purchase intention significantly predict green apparel purchase behavior. Attitudes and purchase intentions are crucial...

...Sofia Salvado Antunes; Cristela Maia Bairrada; Susana Garrido Purpose Aim of this study is to examine how environmental concern and perceived consumer effectiveness (PCE) mediate the effect of consumer optimism and pessimism on Generation Z's intention to purchase sustainable clothes. Design...