Shopping Orientation, Status Consumption and Impulse Buying of Generation X and Y in Purchasing Fast Fashion Products

Abstract

Generation cohorts have different tendencies in purchase behaviors, especially the Generation X and the Generation Y. Although the age gap between these two generation cohorts is not wide, the Generation X has distinctive purchase behaviors that are different from the Generation Y. In the fashion business, the Generation X consumers do not consider the brands in purchasing their clothes, but they calculate the benefits in buying a clothing product. However, the Generation Y consumers consider it as a part of their social status, therefore, they position themselves in the middle class or the upper class by what they wear. The aim of this research is to investigate the different purchase behaviors of the Generation X and Y in buying fast fashion products in Surabaya. The purchase behaviors are reflected through such variables as shopping orientation, status consumption, and impulse buying. As this is a quantitative research, the data are collected using questionnaires that are distributed to 100 respondents. The respondents are chosen using the purposive sampling technique. Then, the data are tested for the validity, reliability, normality, and homogeneity. To test the hypothesis, the independent samples t-test is used. The results show that the differences between the Generation X and the Generation Y are significant in their shopping orientation and impulse buying. However, there are no significant differences in the status consump-tions.

Generating loyalty towards fast fashion stores: a cross-generational approach based on store attributes and socio-environmental responsibility

“…Fast fashion store pricing, such as maintaining constantly good prices and offering a good quality-price ratio significantly influenced all three generations' store satisfaction. While our results suggest that the price seems to be one of the most critical factors influencing consumer satisfaction (Dabija & Băbuț, 2019), from a generational perspective, our findings are contrary to those by Vinoth & Balaji (2015) and Suprapto et al (2021), who suggest that prices have a higher impact on Xers than on Millennials.…”

“…Naturally, members of a generation enjoy similar experiences, having shared behavioral patterns and values, and relating in a unitary way to certain preferences, attitudes, motivations, behaviors, experiences, feelings, emotions, mindsets, etc. (Gurău, 2012;Dabija et al, 2017;Suprapto et al, 2021). A proper understanding of the common aspects influencing consumers' preferences for certain products, such as fast fashion items, may prove essential to targeted approaches by international retailers of the industry.…”

“…Through comparative analysis of the purchasing behavior of fast fashion items among Xers, Millennials and Gen Zs, the existence of significant differences in their enjoyment of purchases was noted, oftentimes done compulsively by shoppers (Suprapto et al, 2021). While Millennials focused more on compulsive shopping, without much planning (Khan et al, 2016), Xers focused on "thorough considerations" (Suprapto et al, 2021, p. 115) to purchase any fast fashion item.…”

“…Good prices for consumers, followed by special offers and the price-quality ratio, generate consumer satisfaction with fast fashion stores. Xers' clothing price awareness is stronger than that of Millennials (Vinoth & Balaji, 2015;Suprapto et al, 2021), Xers being more rational in their decisions regarding clothing prices, minutely assessing the cost benefit, whereas Millennials are more concerned with fashion trends and brand awareness (Lissitsa & Kol, 2016). Generation Z, and notably the older individuals of this generation, are more sensitive to clothing prices (Boulay et al, 2014).…”

Shopping Enjoyment, in-Store Browsing and Impulse Buying on Sport Shoes Among the Generation Y

“…Then, with the influence of the atmosphere in the mall, someone may enter a store and have a look at the store. This study supports the results of the research by Beatty and Ferrel (1998) and Suprapto et al (2021) about shopping enjoyment, so it can be concluded that shopping enjoyment has an effect on in-store browsing because when the customers enjoy shopping, they will have longer time doing in-store browsing.…”