The Influence of Class Culture of Social Media on Generation Z's Apparel Purchase Behaviour in Guangzhou

Authors

  • Yuxuan Zhang North Bangkok University
  • Jacky Mong Kwan Watt North Bangkok University

DOI:

https://doi.org/10.61132/greeninflation.v2i2.332

Keywords:

Class Culture of Social Media, Generation Z, Apparel Purchase Behaviour

Abstract

The study examines the impact of class culture on Generation Z's apparel purchasing behavior in Guangzhou, focusing on the influence of social media. It highlights how social media platforms are crucial in allowing Generation Z to express their identities and aspirations, revealing the complex relationship between class, status, and consumer habits. The research indicates that social media shapes fashion trends and reinforces the need for social validation through interactions with peers and influencer endorsements. As Generation Z navigates a rapidly changing cultural landscape, their purchasing decisions are significantly influenced by their desire to conform to perceived social norms and values. The findings emphasize that brands need to understand and adapt to the nuances of class dynamics in order to connect with this demographic effectively. It suggests that marketing strategies should prioritize authenticity and relatability, based on insights gathered from a sample of 392 participants in the study.

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Published

2025-05-09

How to Cite

Yuxuan Zhang, & Jacky Mong Kwan Watt. (2025). The Influence of Class Culture of Social Media on Generation Z’s Apparel Purchase Behaviour in Guangzhou. Green Inflation: International Journal of Management and Strategic Business Leadership, 2(2), 86–93. https://doi.org/10.61132/greeninflation.v2i2.332