Consumer Behavior

Gen Z Consumers’ Willingness To Pay Delivery Fee: An Indian Perspective

  • Ishtehar Sharif Swazan orcid logo (West Virginia University)
  • Suhasish Basak (University of Southampton)
  • Debanjan Das (West Virginia University)


The Internet has become a global marketplace over the past few decades for buying or selling goods and services. With the rapid growth of internet users and organized online infrastructures in India, it was obvious that the online marketplace will get a boost. Among the internet users in India, 57 percent of Gen Z people spent four or more hours a week on the internet which is higher than any other generation. This study was conducted to determine how Indian Gen Z perceive online delivery fees when shopping online. The theory of planned behavior (TPB) was used as a framework and linear regression analysis was employed for testing the proposed hypotheses. This study provides several implications for online retailers as online delivery is an important part of online shopping. This study also contributes to the consumer behavior literature regarding Gen Z perceived intentions towards delivery fees.

Keywords: Gen Z, Consumer Behavior, Delivery Fee, India, Fashion

How to Cite:

Swazan, I. & Basak, S. & Das, D., (2022) “Gen Z Consumers’ Willingness To Pay Delivery Fee: An Indian Perspective”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi:

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Published on
23 Sep 2022
Peer Reviewed