An Investigation on Customer Purchase Intention

CHAPTER ONE: INTRODUCTION

The fashion industry has currently been a diverse sector with regularly changing customer demand which is also arising from regular changes in fashions. Different generations have had varying response to the fashion with Generation Z being one of the active generations with regular tastes and preferences changes. On wider market the paper seeks to examine the consumer’s attitude of purchasing behavior and their degree of willingness to pay when it comes to Unisex collections. Different studies have been accomplished on the customer’s behavior and degree of willingness to pay on a wider sector of fashion industry not much specific on Unisex collection. Other researchers have ben also been done on different generation even under Generation Z but not specifically on Unisex collection. Thus, the study will be primary focusing on the concept of consumer purchase intention just for Generation Z only on Unisex collection.

A research by Vieira (2019) showed that there are various factors that drives people to purchase and wear unisex clothes as opposed to gender based clothes. Firstly, unisex clothes are advocates for gender neutrality and equality. Most of the people wear these clothes when they don’t want to be distinguished from the other gender and to do away with the notion of feminism and masculinity. This has been in the case with the people who like to be engaged with the opposite gender. For instance, many women like to be associated with masculinity and hence they prefer wearing unisex clothes to fit their masculinity desires. Some of the women are engaged in body fitting and gym activities which distorts their body shape. This implies that body size and shape has a great influence on growth of unisex clothes. Perhaps, when some women engage in gym activities, they tend to develop masculinity and hence prefer unisex clothes in order to differentiate them from feminism body outlook.