Marketing Management of Generation Z: Factors Influencing the Tendency Toward Fast Fashion and an Examination of the Relationships Among These Factors from the Perspective of Iraqi Consumers

Abstract

Generation Z, shaped by digitalization and social media, has become one of the most important groups in the global fast-fashion industry. The study focuses on the social, technological, behavioural, and economic factors and the relationships that affect fast fashion consumption among the Iraqi Gen Z. A mixed-method design was utilized in this research study. The qualitative portion consisted of a systematic literature review, semi-structured interviews with Iraqi Gen Z consumers, and the identification of themes of interest in fashion consumption. The quantitative portion employed Structural Equation Modelling (SEM) on data from 384 participants, with the sample size calculated from Cochran's formula. The research found that social media usage and online advertising play a significant role in fast-fashion orientation by influencing people's preferences and purchase intent. Access to new trends through digital technologies and platforms, coupled with people's behavioural and lifestyle-driven decision-making, significantly influences fast fashion consumption. In the Iraqi context, economic factors, particularly the ease of online shopping and the low prices of fast fashion, promote fast fashion consumption. In addition to the qualitative findings, the quantitative analysis revealed that the integrated model explained 35% of the variance in fast-fashion orientation among Iraqi Gen Z consumers, with economic factors and consumer behavior exerting the most significant influence. The study makes a theoretical contribution by proposing an integrated framework that combines the social, technological, behavioural, and economic aspects. Almost all the results should also assist fashion brands, marketers, and policymakers in understanding the values of Generation Z in developing and transitional economies, and in developing models that reflect the needs and desires of that cohort.