GENZ PREFERENCE: IMPACT OF INTERNATIONAL CLOTHING BRANDS ON CONSUMER PURCHASING BEHAVIOR

Abstract

This study explores the purchasing behavior of Generation Z in the Philippines toward international clothing brands, including Shein, Zara, and H&M, through the lens of Lewis’ (1898) AIDA Model, which encompasses Attention, Interest, Desire, and Action. This study utilized a descriptive quantitative design, surveying 200 Generation Z respondents aged 12 to 27 through quota sampling. A validated questionnaire was administered to evaluate the impact of the AIDA model components: Attention, Interest, Desire, and Action, on their purchasing behavior. The findings revealed that Attention was the strongest driver of Generation Z’s purchasing behavior, with a mean score of 4.12, largely influenced by social media trends, influencer endorsements, and visually appealing advertisements. This was followed by Interest (mean = 3.85) and Desire (mean = 3.78), shaped by factors such as brand storytelling, affordability, and alignment with sustainability values. However, Action scored the lowest (mean = 3.25), reflecting hesitation primarily due to ethical concerns regarding fast fashion’s environmental impact and budget constraints.  ANOVA and regression analyses confirmed a significant relationship (p < 0.05) between AIDA components and purchasing decisions, with Attention (β = 0.42) and Desire (β = 0.35) serving as key predictors. Despite valuing sustainability, 68% of respondents prioritized affordability, highlighting a conflict between ethical ideals and spending habits. Additional challenges included distrust of greenwashing (58%), rapid fashion trend cycles, and inconsistent brand transparency. To address these challenges, the study recommends a four-pillar marketing strategy for local brands: (1) Increase Attention by using TikTok and Instagram Reels to highlight eco-friendly practices; (2) Build Interest through partnerships with micro-influencers and AR-powered virtual try-ons; (3) Drive Desire with limited-edition collections and loyalty programs; and (4) Prompt Action via “buy now, pay later” options and clear sustainability certifications. The strategy emphasizes balancing affordability with ethical production, leveraging user-generated content to foster trust, and implementing agile supply chains to keep pace with Gen Z’s fast-changing trends. These recommendations offer practical guidance for brands navigating Gen Z’s demand for both style and social responsibility in the digital marketplace.