GENERATION Y CONSUMERS’ BUYING BEHAVIOUR IN THE FASHION

APPAREL INDUSTRY: A MODERATION ANALYSIS

INTRODUCTION:

This study looks into how Generation Y (Gen-Y), who loves fashion, shops for clothes. Gen-Y

spends a lot on fashion, influencing the industry. This research focuses on Gen-Y in Malaysia to

understand their attitudes and behaviors in fashion. By using different theories, the study

explores what affects Gen-Y's thoughts and decisions when buying clothes. It considers the

diverse cultures in Southeast Asia and how the findings could help marketers and researchers.

The study has sections like introduction, theory, method, results, and conclusion, helping us

understand and learn more about Gen-Y's fashion choices.

OBJECTIVE OF SEARCH ARTICLE:

- Study goal: Understand how Gen-Y consumers buy fashion.

- Factors examined: Brand, price, style, origin, identity.

- Theories used: TPB, social identity, distinctiveness.

- Explore gender, age, income effects on buying.

- Theoretical impact: Explain attitude and intentions in Gen-Y.

- Practical tips: Guide marketers targeting Gen-Y in fashion.

- Future direction: Expand research for broader insights.

DEPENDENT AND INDEPENDENT VARIABLES:

Independent Variables:

1. Brand

2. Price

3. Style

4. Country of origin

5. Social identity

6. Self-identity

Dependent Variables:

1. Attitude towards fashion apparel

2. Purchase intention of fashion apparel

RESEARCH METHODOLOGY:

1. Sample Size:

- Involved 250 participants.

2. Analysis Approach:

- Used PLS-SEM (Partial Least Squares-Structural Equation Modelling).

PLS-SEM (Partial Least Squares-Structural Equation Modelling) is a statistical method used to

analyze and understand relationships between variables in a complex model.

3. Measurement and Structural Models:

- Examined relationships between factors like brand, price, etc.

- Explored how these factors affect Gen-Y attitudes and purchase intentions.

4. Quantitative Approach:

- Focused on numbers and stats to understand consumer behavior.

In simple terms, they surveyed 250 people, did a detailed statistical analysis using PLS-SEM, and

looked at how things like brand and price influence Gen-Y folks when buying clothes.

FUTURE CHALLENGES:

1. Understanding how people's preferences change.

2. Adjusting to what's happening in fashion.

3. Looking at what Gen-Y likes then.

4. Keeping up with new technology.

5. Seeing how outside things affect what people buy.

KEY LEARNING OUTCOMES:

1. Factors influencing Gen-Y's fashion choices.

2. Impact of brand, style, price, and identity on attitude and purchase intention.

3. Limited relevance of country of origin in Gen-Y's fashion choices.

4. Importance of social identity and self-identity in shaping consumer behavior.

5. Different responses to fashion based on gender, age, and income levels.

6. Practical insights for marketers to tailor strategies to Gen-Y segments.

7. PLS-SEM methodology used for measurement and structural models.

8. Future challenges in adapting to evolving fashion preferences and technology.