This study aims to examine the effects of gender-based clothing labels on Generation Z consumers’ product choice and brand love and how these effects are moderated by consumers’ self-identified masculinity–femininity identity, fashion innovativeness and opinion leadership and self-esteem.
Three between-subjects online experiments were conducted using US Gen Z participants to examine the effects of gender-based clothing labels (“men’s,” “women’s,” “unisex” and unlabeled) on their clothing choices and brand love. Analysis of variance and regressions were used to test the hypothesized main and interaction effects grounded in the social identity theory.
Across studies, “men’s” labels generated the highest purchase intentions, whereas “women’s” labels elicited the least favorable evaluations, while “unisex” and unlabeled conditions were generally well received. Traditional masculinity and femininity moderated these effects, whereas fashion innovativeness and opinion leadership did not. Self-esteem moderated responses to the “men’s” and “unisex” labels. Purchase intention predicted brand love.
This research integrates continuum-based self-reported gender identity, innovativeness and self-esteem into labeling research, revealing nuanced pathways through which inclusive and gender-neutral branding strategies influence Generation Z consumers’ evaluations and engagement.
