Consumer Behavior

Experience and preference of online-offline shopping of fashion product: Insights from Gen Z consumers of a developing country

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Abstract

The research questions like “What are the issues that Gen Z fashion shoppers are concerned about in both online and offline shopping in Bangladesh?” or “What are the factors that influence them to prefer online shopping to offline and vice-versa?” are not addressed in the existing literature. This study aims to understand the Gen Z consumers’ experience and preference of online-offline shopping for fashion products in the context of Bangladesh. To achieve the goal of the research, a qualitative approach was adopted, specifically in-depth interviews with a purposive sample. A total of 13 interviews were conducted 11 were male, two were female, and the age range was 22 to 26. The findings suggest that there has been a rise in online consumer groups in Bangladesh which are used by Gen Z consumers as information-seeking and reliability-checking platforms. The findings also revealed the unfriendly return policy of the Bangladeshi fashion retailer. Gen Z consumers' shopping preference, and product engagement were also identified through this research. Bargaining opportunity has been identified as one of the cultural factors that play a crucial role in offline shopping preference. The findings of this study might help industry policymakers in designing a more consumer-friendly return policy.

Keywords: Gen Z, consumer behavior, fashion product, online-offline shopping

How to Cite:

Mahdi, E., Iqbal, M., Ferdous, J., Akter, M., Islam, M. & Hossain, M., (2024) “Experience and preference of online-offline shopping of fashion product: Insights from Gen Z consumers of a developing country”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17111