Research Information System
Journal of Fashion Marketing and Management, 2025 (SSCI)
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 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. Data were collected through an online survey using Qualtrics, with 1,257 respondents. The hypotheses were tested using mediation analyses. Findings: This study reveals that gender identity moderates the impact of perceived emotional, social and monetary values on purchase intention for fast-fashion products. The effects were stronger for undifferentiated individuals than androgynous ones. Additionally, the findings confirm the mediating role of attitudes between perceived values and purchase intentions within the value-attitude-behaviour (VAB) framework. Originality/value: This research enhances our understanding of consumer behaviour in the fast fashion sector by examining the moderating role of gender identity within the values-attitudes-behaviour (VAB) model. It explores how non-binary identities, including undifferentiated and androgynous, influence the effects of emotional, social and monetary values on purchase intention, offering fresh insights into Gen Z consumer values. Additionally, by confirming the mediating role of attitude between values and purchase intention, the research extends the VAB model’s application to fast fashion, providing theoretical advancements and practical strategies for targeting Gen Z consumers.