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Journal Articles
Understanding gen Z’s fast fashion consumption: the role of gender identity and consumer values
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Journal of Fashion Marketing and Management: An International Journal (2025) 29 (7): 1221–1242.
Published: 26 June 2025
... intentions. A key focus is the moderating role of gender identity (undifferentiated vs androgynous) in these relationships. Design/methodology/approach A conceptual research model was created based on the literature on fast fashion, Gen Z, perceived consumer value, purchase intention and gender identity...
