Knowledge and Understanding of Shopping Behavior and Decision Making for Buying Fast Fashion Products of Generation Z Consumers

Abstract

The purpose of the research was to learn and understand fast fashion, the behavior and decision-making for buying fast fashion products of Generation Z consumers. Examines the differences in demographic characteristics and knowledge and understanding of fast fashion, Shopping behavior, and decision-making for buying fast fashion products of Generation Z.

          This quantitative research used exploratory research methods and collected data from 400 Phayao University students through online questionnaires. The statistics used in data analysis included a comparison of mean differences (One-way ANOVA) and Pearson's correlation coefficient.

          Research results showed that 1) for knowledge and understanding about fas

t fashion, most of the respondents knew about fast fashion products and the first brand that came to mind was H&M, 2) average feedback on quick fashion shopping decisions was moderate. 3) different groups of Generation Z consumers have different knowledge and understanding of fast fashion and their decision to buy is different with a statistical significance of 0.05 and 4) Knowledge and understanding of fast fashion is related to Generation Z consumers' shopping behavior. The relationship resulted in a positive correlation with a statistical significance of 0.01.