Services on Demand
Journal
Article
Indicators
- Cited by SciELO
- Access statistics
Related links
- Similars in SciELO
Share
Contaduría y administración
Print version ISSN 0186-1042
Abstract
LIMA-VARGAS, Alvaro Enrique; CERVANTES-ALDANA, Fernando Javier and LIMA-VARGAS, Suemi. The purchase intention of generation Z in fashion market. Contad. Adm [online]. 2022, vol.67, n.4, pp.72-97. Epub Mar 17, 2023. ISSN 0186-1042. https://doi.org/10.22201/fca.24488410e.2022.2974.
This quantitative study explores how Generation Z's attitudes and subjective norms toward the fashion market exert influence on purchase intention. It analyzes emotional intelligence, perceived quality, and gender as independent variables of attitudes and emotional intelligence of subjective norms. Findings show that the Theory of Reasoned Action (TRA) explains the purchase intention in the fashion market by generation Z. Results revealed that gender does not influence the development of attitudes generated by the perception of quality and emotional intelligence. On the other hand, emotional intelligence does not influence subjective norms. This research will help companies in the fashion market generate specific market strategies to increase the purchase intention of generation Z.
Keywords : M3; M300; M310; marketing; consumer research; consumer sentiment; fashion.