Journal Press India^®

Author Details ( * ) denotes Corresponding author

Purpose: Gen Z is the hottest consumer category at present, which holds a substantial consumer base. The marketers are focusing on this generation to succeed in the market. Therefore, the present study explores the effect of shopping motivations on status consumption among Gen Z consumers.

Design/Methodology/Approach: A sample of 297 consumers was collec-ted using a structured questionnaire. Data was analysed using CFA, PLS-SEM, and PLS-MGA. Findings: The results show that recognition enhancement, shopping for recreation, sexual attraction, and aesthetic expression significantly positively affect status consumption among Gen Z consumers. The findings also show that gender significantly moderates the relation between shopping for recreation and status consumption.

Research Limitations: Data were collected from a limited geographical area. Hence, these findings may not be generalised to other geographical areas.

Managerial Implications: The findings of the current study will assist the status retailers in developing strategies that would optimise their market penetration. Retailers of status items must utilise aggressive marketing strategies to get consumers to use their products. Products that enable Gen Z to exhibit their uniqueness and aesthetic preferences should be created by marketers.

Originality/Value: The present study explored the effect of shopping motivations on status consumption among Gen Z consumers.

Keywords

Status Consumption, Gen Z, Shopping Motivations, Recognition Enhancement, Sexual Attraction, Shopping for Recreation, and Aesthetic Expression

1. Anić, I.-D., Mihić, M., & Kursan Milaković, I. (2018). Antecedents and outcomes of fashion innovativeness in retailing. The Service Industries Journal, 38(9-10), 543-560. https://doi.org/10.1080/02642069.2017.1408799
2. Barton, C., Koslow, L., & Beauchamp, C. (2014, January 15). How Millennials Are Changing the Face of Marketing Forever. Boston Consulting Group. https://www.bcg.com/publications/2014/marketing-center-consumer-customer-insight-how-millennials-changing-marketing-forever
3. Becker, J.-M., Rai, A., Ringle, C. M., & Völckner, F. (2013). Discovering Unobserved Heterogeneity in Structural Equation Models to Avert Validity Threats1. MIS Quarterly, 37(3), 665-694. https://doi.org/10.25300/MISQ/2013/37.3.01
4. Bednall, D. H., Valos, M., Adam, S., & McLeod, C. (2012). Getting Generation Y to attend: Friends, interactivity and half-time entertainment. Sport Management Review, 15(1), 80-90. https://doi.org/10.1016/j.smr.2011.04.001
5. Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139-168. https://doi.org/10.1086/209154
6. Bellenger, D. N., & Korgaonkar, P. K. (1980). Profile the recreational shopper. Journal of Retailing, 56(3), 77-92. https://www.sciepub.com/reference/115303
7. Bellman, S., Potter, R. F., Treleaven-Hassard, S., Robinson, J. A., & Varan, D. (2011). The Effectiveness of Branded Mobile Phone Apps. Journal of Interactive Marketing, 25(4), 191-200. https://doi.org/10.1016/j.intmar.2011.06.001
8. Bloch, P. H. (1981). An exploration into the scaling of consumers’ involvement with a product class. In K. B. Monroe (Ed.), Advances in Consumer Research (Vol. 8, pp. 61-65). Association for Consumer Research. https://scispace.com/papers/an-exploration-into-the-scaling-of-consumers-involvement-4t2cn1way8
9. Bohdanowicz, J., & Clamp, L. (1994). Fashion marketing. Routledge. https://books.google.com/books?id=XDUOA AAAQAAJ
10. Brownie, D. (2017). The authority of fashion: The impact of brand credibility and gender blurring on attitudes towards gendered fashion advertisements [Open Access Te Herenga Waka-Victoria University of Wellington]. https://doi.org/10.26686/wgtn.17065115
11. Buss, D. M. (1994). The evolution of desire: Strategies of human mating. Basic Books. https://archive.org/details/evolutionofdesir0000buss
12. Castillo, J. (2026, June 16). Millennial vs. Gen Z Fashion: Bridging the Style Divide. Inquirer.Net. https://usa.inquirer.net/131242/millennial-genz-fashion-divide
13. Chen, Y., Xue, T., Tuomi, A., & Wang, Z. (2022). Hotel robots: an exploratory study of Generation Z customers in China. Tourism Review, 77(5), 1262-1275. https://doi.org/10.1108/TR-02-2022-0095
14. Chen Yu, J. H., & Seock, Y. (2002). Adolescents’ Clothing Purchase Motivations, Information Sources, and Store Selection Criteria: A Comparison of Male/Female and Impulse/Nonimpulse Shoppers. Family and Consumer Sciences Research Journal, 31(1), 50-77. https://doi.org/10.1177/1077727X02031001003
15. Chetioui, Y., & El Bouzidi, L. (2023). An investigation of the nexus between online impulsive buying and cognitive dissonance among Gen Z shoppers: Are female shoppers different? Young Consumers, 24(4), 406-426. https://doi.org/10.1108/YC-06-2022-1548
16. Chi, T., Gerard, J., Yu, Y., & Wang, Y. (2021). A study of U.S. consumers’ intention to purchase slow fashion apparel: Understanding the key determinants. International Journal of Fashion Design, Technology and Education, 14(1), 101-112. https://doi.org/10.1080/17543266.2021.1872714
17. Chillakuri, B., & Mahanandia, R. (2018). Generation Z entering the workforce: The need for sustainable strategies in maximizing their talent. Human Resource Management International Digest, 26(4), 34-38. https://doi.org/10.1108/HRMID-01-2018-0006
18. Coşkun, G., & Dilmaç, E. (2024). Leisure behavior through the life span: Leisure constraints, motivation, and self-efficacy among Gen Z and Millennials. Loisir et Société / Society and Leisure, 47(3), 439-467. https://doi.org/10.1080/07053436.2024.2423303
19. Dabija, D.C., Bejan, B. M., & Dinu, V. (2019). How sustainability oriented is Generation Z in retail? Aliterature review. Transformations in Business & Economics, 18(2(47)), 140-155. https://www.transformations.knf.vu.lt/47/article/hows
20. Danto, A. C. (1974). The Transfiguration of the Common-place. The Journal of Aesthetics and Art Criticism, 33(2), 139. https://doi.org/10.2307/429082
21. Davies, A. (2020). Decoding Gen Z identity construction in social networks through the paradigm of branding (Major Research Project, Master of Design, OCAD University). OCAD University Open Research Repository. https://openresearch.ocadu.ca/id/eprint/3005/1/Davies_Amy_2020_MDES_SFI_MRP.pdf
22. Dhanam. (2024, August 9). Gen Z drives India’s online lifestyle market. Dhaman. https://english.dhanamonline. com/news/companies/gen-z-drives-indias-online-lifestyle-market-6805430
23. Dimock, M. (2019, January 17). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center. https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/
24. Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
25. Dolot, A. (2018). The characteristics of Generation Z. E-Mentor, (74), 44-50. https://doi.org/10.15219/em74.1351
26. Drèze, X., & Nunes, J. C. (2009). Feeling Superior: The Impact of Loyalty Program Structure on Consumers’ Perceptions of Status. Journal of Consumer Research, 35(6), 890-905. https://doi.org/10.1086/593946
27. Eastman, J. K., & Eastman, K. L. (2011). Perceptions of Status Consumption And The Economy. Journal of Business & Economics Research (JBER), 9(7), 9. https://doi.org/10.19030/jber.v9i7.4677
28. Eastman, J. K., Goldsmith, R. E., & Flynn, L. R. (1999). Status Consumption in Consumer Behavior: Scale Development and Validation. Journal of Marketing Theory and Practice, 7(3), 41-52. https://doi.org/10.1080/10696679.1999.11501839
29. Eastman, J. K., Iyer, R., & Thomas, S. P. (2013). The Impact of Status Consumption on Shopping Styles: An Exploratory Look at the Millennial Generation. Marketing Management Journal, 23(1). https://doi.org/10.63963/001c.151075
30. Eastman, J. K., & Liu, J. (2012). The impact of generational cohorts on status consumption: an exploratory look at generational cohort and demographics on status consumption. Journal of Consumer Marketing, 29(2), 93-102. https://doi.org/10.1108/07363761211206348
31. ET Online. (2025, May 7). Mind-reading Gen Z: ET Snapchat Gen Z Index is the ultimate guide to under-standing India’s largest demographic. The Economic Times. https://economictimes.indiatimes.com/industry/services/advertising/mind-reading-gen-z-et-snapchat-gen-z-index-is-the-ultimate-guide-to-understanding-indias-largest-demographic/articleshow/120955057.cms
32. Fibre2Fashion. (2024, October 20). Gen Z to drive $2 trn in spending by 2035 in India: Report. Fibre2Fashion. https://www.fibre2fashion.com/news/retail-industry/gen-z-to-drive-2-trn-in-spending-by-2035-in-india-report-298670-newsdetails.htm?referrer=grok.com
33. Flurry, L. A., & Swimberghe, K. (2016). Consumer Ethics of Adolescents. Journal of Marketing Theory and Practice, 24(1), 91-108. https://doi.org/10.1080/10696679.2016.1089766
34. Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
35. Francis, T., & Hoefel, F. (2018, November 12). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
36. Fromm, J., & Read, A. (2018). Marketing to Gen Z: The rules for reaching this vast and very different generation of influencers. AMACOM. https://books.google.com/books?id=kVBLDwAAQBAJ
37. Goldring, D., & Azab, C. (2021). New rules of social media shopping: Personality differences of U.S. Gen Z versus Gen X market mavens. Journal of Consumer Behaviour, 20(4), 884-897. https://doi.org/10.1002/cb.1893
38. Goldsmith, R. E., Flynn, L. R., & Kim, D. (2010). Status Consumption and Price Sensitivity. Journal of Marketing Theory and Practice, 18(4), 323-338. https://doi.org/10.2753/MTP1069-6679180402
39. González, A. M., & Bovone, L. (Eds.). (2012). Identities through fashion: A multidisciplinary approach. Berg. https://www.bloomsbury.com/uk/identities-through-fashion-9780857850584/
40. Gotshalk, D. W. (1954). Aesthetic Expression. The Journal of Aesthetics and Art Criticism, 13(1), 80. https://doi.org/10.2307/427019
41. Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: Status, reputation, and conspicuous conservation. Journal of Personality and Social Psychology, 98(3), 392-404. https://doi.org/10.1037/a0017346
42. Guiry, M. (2006). Defining and Measuring Recreational Shopper Identity. Journal of the Academy of Marketing Science, 34(1), 74-83. https://doi.org/10.1177/0092070305282042
43. Guo, Y., Senathirajah, A. R., Haque, R., Isa, A. M. M., Ramasamy, G., Lertatthakornkit, T., & Krishnasamy, H. N. (2024). Factors influencing luxury consumption and the moderating role of debt attitude amongst Generation Z in China. Journal of Infrastructure Policy and Development, 8(14), 5243. https://doi.org/10.24294/jipd5243
44. Gutfreund, J. (2016). Move over, Millennials: Generation Z is changing the consumer landscape. Journal of Brand Strategy, 5(3), 245-249. https://doi.org/10.69554/KAHI1951
45. Hair, F. J., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review, 26(2), 106-121. https://doi.org/10.1108/EBR-10-2013-0128
46. Hair, J. F., Astrachan, C. B., Moisescu, O. I., Radomir, L., Sarstedt, M., Vaithilingam, S., & Ringle, C. M. (2021). Executing and interpreting applications of PLS-SEM: Updates for family business researchers. Journal of Family Business Strategy, 12(3), 100392. https://doi.org/10.1016/j.jfbs.2020.100392
47. Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139-152. https://doi.org/10.2753/MTP1069-6679190202
48. Hair, J. F., Sarstedt, M., Hopkins, L., & G. Kuppelwieser, V. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
49. Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414-433. https://doi.org/10.1007/s11747-011-0261-6
50. Handa, M., & Khare, A. (2013). Gender as a moderator of the relationship between materialism and fashion clothing involvement among Indian youth. International Journal of Consumer Studies, 37(1), 112-120. https://doi.org/10.1111/j.1470-6431.2011.01057.x
51. Harahap, R. H., Marpaung, N. Z., & Asengbaramae, R. (2023). Consumptive Behaviour of Gen-Z and Identity in the Digital Era. JurnalSosiologi Andalas, 9(2), 183-192. https://doi.org/10.25077/jsa.9.2.184-193.2023
52. Harman, H. H. (1976). Modern factor analysis (3rd ed.). University of Chicago Press. https://archive.org/details/ modernfactoranal0000harm
53. Heaney, J.-G., Goldsmith, R. E., & Jusoh, W. J. W. (2005). Status Consumption Among Malaysian Consumers. Journal of International Consumer Marketing, 17(4), 83-98. https://doi.org/10.1300/J046v17n04_05
54. Heilman, C. M., Kaefer, F., & Ramenofsky, S. D. (2012). Differences in the Spending of Husbands and Wives on Products Used by Only One Spouse. Journal of Marketing Theory and Practice, 20(3), 307-318. https://doi.org/10.2753/MTP1069-6679200305
55. Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., Ketchen, D. J., Hair, J. F., Hult, G. T. M., & Calantone, R. J. (2014). Common Beliefs and Reality About PLS. Organizational Research Methods, 17(2), 182-209. https://doi.org/10.1177/1094428114526928
56. Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing (pp. 277-319). https://doi.org/10.1108/S1474-7979(2009)0000020014
57. Hu, L., & Bentler, P. M. (1998). Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification. Psychological Methods, 3(4), 424-453. https://doi.org/10.1037/1082-989X.3.4.424
58. Hyllegard, K., Eckman, M., Descals, A. M., & Borja, M. A. G. (2005). Spanish consumers’ perceptions of US apparel speciality retailers’ products and services. Journal of Consumer Behaviour, 4(5), 345-362. https://doi.org/10.1002/cb.18
59. Jamal, M., & Lodhi, S. (2015). Consumer shopping behavior in relation to factors influencing impulse buying: A case of superstores in Karachi, Pakistan. International Journal of Scientific and Research Publications, 5(12), 1-10. https://www.ijsrp.org/research-paper-1215.php?rp=P484866
60. Kautish, P., & Sharma, R. (2020). Determinants of pro environmental behavior and environmentally conscious consumer behavior: An empirical investigation from emerging market. Business Strategy & Development, 3(1), 112-127. https://doi.org/10.1002/bsd2.82
61. Keller, K. L., & Lehmann, D. R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740-759. https://doi.org/10.1287/mksc.1050.0153
62. Khan, M. A. H. (2020). The influence of shopping motivation on fashion retailers, with mediating role of fashion innovativeness and fashion consciousness. European Journal of Management and Marketing Studies, 5(1), 79-93. https://oapub.org/soc/index.php/EJMMS/article/view/729
63. Kim, D., & Jang, S. (Shawn). (2014). Motivational drivers for status consumption: A study of Generation Y consumers. International Journal of Hospitality Management, 38, 39-47. https://doi.org/10.1016/j.ijhm.2013.12.003
64. Kohlová, M. B., & Urban, J. (2018). Green consumption signals altruism and elevated social status. https://doi.org/10.31234/osf.io/2vgex
65. Lendvai, M. B., Kovács, I., Balázs, B. F., & Beke, J. (2022). Health and Environment Conscious Consumer Attitudes: Generation Z Segment Personas According to the LOHAS Model. Social Sciences, 11(7), 269. https://doi.org/10.3390/socsci11070269
66. Lyroni, C., & Spais, G. (2024). Consumer (brand) happi-ness of premium fashion brands and value consciousness: The case of clothing and footwear for Gen X and Gen Z as shoppers via digital platforms. Journal of Marketing Analytics, 13(3), 956-985. https://doi.org/10.1057/s41270-024-00342-x
67. Martin, C. A., & Turley, L. W. (2004). Malls and consumption motivation: an exploratory examination of older Generation Y consumers. International Journal of Retail & Distribution Management, 32(10), 464-475. https://doi.org/10.1108/09590550410558608
68. McGinnis, L. P., Gentry, J. W., & Haltom, T. M. (2021). Gender, Millennials, and leisure constraints: exploring golf’s participation decline. Journal of Policy Research in Tourism, Leisure and Events, 13(1), 59-76. https://doi.org/10.1080/19407963.2019.1662427
69. Mehlhaf, J. (2019). Younger millennials and outdoor recreation: Understanding outdoor recreational pursuits of millennial college students (Master’s thesis, South Dakota State University). Open PRAIRIE: Open Public Research Access Institutional Repository and Information Exchange. https://openprairie.sdstate.edu/etd/3381
70. Miller, D. (1998). Shopping, place and identity. Psychology Press. https://books.google.com/books?id= a0LHbaWX7g4C
71. Nabi, N., O’Cass, A., & Siahtiri, V. (2019). Status con-sumption in newly emerging countries: The influence of personality traits and the mediating role of motivation to consume conspicuously. Journal of Retailing and Consumer Services, 46, 173-178. https://doi.org/10.1016/j.jretconser.2017.09.009
72. Naumovska, L. (2017). Marketing Communication Strategies for Generation Y – Millennials. Business Management and Strategy, 8(1), 123. https://doi.org/10.5296/bms.v8i1.10260
73. Neufeld-Wall, M. E. (2023). Being real: Gen-Z, self-presentation, and authenticity on social media (Honors thesis, Trinity University). Digital Commons @ Trinity. https://digitalcommons.trinity.edu/comm_honors/26
74. Noble, S. M., Haytko, D. L., & Phillips, J. (2009). What drives college-age Generation Y consumers? Journal of Business Research, 62(6), 617-628. https://doi.org/ 10.1016/j.jbusres.2008.01.020
75. Norum, P. S. (2003). Examination of Generational Differences in Household Apparel Expenditures. Family and Consumer Sciences Research Journal, 32(1), 52-75. https://doi.org/10.1177/1077727X03255901
76. O’Cass, A. (2004). Fashion clothing consumption: Antece-dents and consequences of fashion clothing involvement. European Journal of Marketing, 38(7), 869-882. https://doi.org/10.1108/03090560410539294
77. O’Cass, A., & McEwen, H. (2004). Exploring consumer status and conspicuous consumption. Journal of Consumer Behaviour, 4(1), 25-39. https://doi.org/10.1002/cb.155
78. O’Cass, A., &Siahtiri, V. (2013). In search of status through brands from Western and Asian origins: Examining the changing face of fashion clothing consumption in Chinese young adults. Journal of Retailing and Consumer Services, 20(6), 505-515. https://doi.org/10.1016/j.jretconser.2013.05.005
79. Park, S. (2018). What Do Recreational Shoppers Want to Achieve from Shopping? The Importance of Excitement in Leisure Shopping. Global Business Finance Review, 23(1), 15-23. https://doi.org/10.17549/gbfr.2018.23.1.15
80. Pastezeur, C. (2017, June 7). Génération Z et luxe, quelquesclés pour aider les marques à mieuxcommuniquer. Air of Melty [Online]. https://www.airofmelty.fr/marques/generation-z-et-luxe-quelques-cles-pour-aider-les-marques-a-mieux-communiquer-10485.html
81. Podsakoff, P. M., & Organ, D. W. (1986). Self-Reports in Organizational Research: Problems and Prospects. Journal of Management, 12(4), 531-544. https://doi.org/10.1177/014920638601200408
82. Raphelson, S. (2014, October 6). From GIs To Gen Z (Or Is It iGen?): How Generations Get Nicknames. NPR: Special Series, New Boom. https://www.npr.org/2014/10/06/349316543/don-t-label-me-origins-of-generational-names-and-why-we-use-them
83. Ringle, C. M., Da Silva, D., & Bido, D. D. S. (2014). Structural Equation Modeling with the SmartPLS. Revista Brasileira de Marketing, 13(2), 56-73. https://doi.org/10.5585/remark.v13i2.2717
84. Roy, M. (2024, October 14). Snapshots of Gen Z of India in 2024. Linkedin. https://www.linkedin.com/pulse/snapshots-gen-z-india-2024-manik-roy-mekzc
85. Ruppanner, L., & Huffman, M. L. (2014). Blurred Boundaries: Gender and Work–Family Interference in Cross-National Context. Work and Occupations, 41(2), 210-236. https://doi.org/10.1177/0730888413500679
86. Saad, G., & Gill, T. (2003). An evolutionary psychology perspective on gift giving among young adults. Psychology & Marketing, 20(9), 765-784. https://doi.org/10.1002/mar.10096
87. Sahin, O., & Nasir, S. (2021). The effects of status con-sumption and conspicuous consumption on perceived symbolic status. Journal of Marketing Theory and Practice, 30(3), 1-18. https://doi.org/10.1080/10696679.2021.1888649
88. Schewe, C. D., Meredith, G. E., & Noble, S. M. (2000). Defining moments: Segmenting by cohorts. Marketing Management, 9(3), 48-53. https://www.researchgate.net/ publication/290811809_Defining_moments_Segmenting_ by_cohorts
89. Seemiller, C., & Grace, M. (2017). Generation Z: Educating and Engaging the Next Generation of Students. About Campus: Enriching the Student Learning Experience, 22(3), 21-26. https://doi.org/10.1002/abc.21293
90. Segal, B., & Podoshen, J. S. (2013). An examination of materialism, conspicuous consumption and gender differences. International Journal of Consumer Studies, 37(2), 189-198. https://doi.org/10.1111/j.1470-6431.2012.01099.x
91. Shchudro, O. (2011). Age differences in women’s shopping for clothes behavior (Bachelor’s thesis, University of Got-land). DiVA Portal. https://www.diva-portal.org/smash/ record.jsf?pid=diva2:430450
92. Shin, S.-A., Jang, J.-O., Kim, J.-K., & Cho, E.-H. (2021). Relations of Conspicuous Consumption Tendency, Self-Expression Satisfaction, and SNS Use Satisfaction of Gen Z through SNS Activities. International Journal of Environmental Research and Public Health, 18(22), 11979. https://doi.org/10.3390/ijerph182211979
93. Smith, K. T. (2012). Longitudinal study of digital market-ing strategies targeting Millennials. Journal of Consumer Marketing, 29(2), 86-92. https://doi.org/10.1108/07363761211206339
94. Solomon, M. R., Bamossy, G., Askegaard, S., & Hogg, M. K. (2006). Consumer behaviour: A European perspective (3rd European ed.). Financial Times/Prentice Hall. https://books.google.com/books?id=7qJ9OswteHAC
95. Spitznagel, E. (2020, January 25). Generation Z is bigger than millennials – and they’re out to change the world. New York Post. https://nypost.com/2020/01/25/generation-z-is-bigger-than-millennials-and-theyre-out-to-change-the-world/
96. Sundie, J. M., Kenrick, D. T., Griskevicius, V., Tybur, J. M., Vohs, K. D., & Beal, D. J. (2011). Peacocks, Porsches, and Thorstein Veblen: Conspicuous consumption as a sexual signaling system. Journal of Personality and Social Psychology, 100(4), 664-680. https://doi.org/10.1037/a0021669
97. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
98. Tajfel, H., & Turner, J. (1979). An Integrative Theory of Intergroup Conflict. In Organizational Identity (pp. 56-65). Oxford University Press Oxford. https://doi.org/ 10.1093/oso/9780199269464.003.0005
99. Thangavel, P., Pathak, P., & Chandra, B. (2022). Consumer Decision-making Style of Gen Z: A Generational Cohort Analysis. Global Business Review, 23(3), 710-728. https://doi.org/10.1177/0972150919880128
100. Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Con-sumers’ Need for Uniqueness: Scale Development and Validation. Journal of Consumer Research, 28(1), 50-66. https://doi.org/10.1086/321947
101. Tifferet, S., & Herstein, R. (2012). Gender differences in brand commitment, impulse buying, and hedonic consump-tion. Journal of Product & Brand Management, 21(3), 176-182. https://doi.org/10.1108/10610421211228793
102. Turner, A. (2015). Generation Z: Technology and Social Interest. The Journal of Individual Psychology, 71(2), 103-113. https://doi.org/10.1353/jip.2015.0021
103. Unicommerce. (2026, May 19). Apparel Industry in India 2026: Trends, Challenges, Growth Opportunities & Solutions. Unicommerce. https://unicommerce.com/blog/apparel-industry-challenges-solutions/
104. Üstüner, T., & Holt, D. B. (2010). Toward a Theory of Status Consumption in Less Industrialized Countries. Journal of Consumer Research, 37(1), 37-56. https://doi.org/10.1086/649759
105. Van den Bergh, J., De Pelsmacker, P., & Worsley, B. (2024). Beyond labels: segmenting the Gen Z market for more effective marketing. Young Consumers, 25(2), 188-210. https://doi.org/10.1108/YC-03-2023-1707
106. Veblen, T. (1899). The theory of the leisure class: An economic study of institutions. Macmillan. https:// www.gutenberg.org/ebooks/833
107. Verma, K., Dhodi, R. K., & Dhodi, R. (2023). The Influence of Instagram on Generation Z Travel Motivation and Destination Choice Making to the Actual Travelling. In Technology and Social Transformations in Hospitality, Tourism and Gastronomy (pp. 54-63). CABI. https://doi.org/10.1079/9781800621244.0005
108. Wagner, J. (1999). Aesthetic value: Beauty in art and fashion. In M. B. Holbrook (Ed.), Consumer value: A framework for analysis and research (pp. 126–146). Routledge. https://doi.org/10.4324/9780203010679-11
109. Wang, Y., & Griskevicius, V. (2014). Conspicuous Con-sumption, Relationships, and Rivals: Women’s Luxury Products as Signals to Other Women. Journal of Consumer Research, 40(5), 834-854. https://doi.org/10.1086/673256
110. Williams, A. (2015, September 18). Move over, millennials, here comes Generation Z. The New York Times. https://www.nytimes.com/2015/09/20/fashion/move-over-millennials-here-comes-generation-z.html
111. Workman, J. E., & Lee, S. (2011). Materialism, fashion consumers and gender: a cross-cultural study. International Journal of Consumer Studies, 35(1), 50-57. https://doi.org/ 10.1111/j.1470-6431.2010.00935.x
112. Young, J., McGrath, R., & Adams, C. (2018). Fresh air, sunshine and happiness: Millennials building health (salutogenesis) in leisure and nature. Annals of Leisure Research, 21(3), 324-346. https://doi.org/10.1080/11745398.2018.1458634
113. Yuan, S., & Zheng, Y. (2019). Impacts of mate attraction goal on young women’s interests in conspicuous con-sumption. Journal of Contemporary Marketing Science, 2(1), 83-98. https://doi.org/10.1108/JCMARS-01-2019-0001
114. Zhao, T., Jin, X., Xu, W., Zuo, X., & Cui, H. (2017). Mating Goals Moderate Power’s Effect on Conspicuous Consumption Among Women. Evolutionary Psychology, 15(3). https://doi.org/10.1177/1474704917723912
115. Zhu, X., Geng, Y., Pan, Y., & Shi, L. (2023). Conspicuous consumption in Chinese young adults: The role of dark tetrad and gender. Current Psychology, 42(23), 19840-19852. https://doi.org/10.1007/s12144-022-03129-4