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Merchandising/Marketing/Retailing: Management

The Influence of Fashion Involvement and Materialism on Generation Z's Intent to Use Buy Now, Pay Later Payment Services When Purchasing Luxury Accessories

Authors
  • Cadye Murphy (UNC-Greensboro)
  • Kittichai Watchravesringkan (University of North Carolina Greensboro)

Abstract

This study examines how clothing-related consumption values influence Generation Z's perceptions of Buy Now, Pay Later (BNPL) payment services when shopping for luxury fashion. While BNPL offers financial accessibility, little is known about the factors driving Gen Z's adoption. Integrating materialism (Richins & Dawson, 1992) and fashion involvement (O'Cass, 2000, 2004) with consumer behavior, the study posits that these values, along with unplanned purchase behaviors and willingness to pay (WTP), shape BNPL perceptions. Survey data from 92 participants revealed that materialism and certain types of fashion involvement, namely product and advertising involvement, positively influenced perceptions of BNPL. Additionally, unplanned purchase intention and WTP thresholds were found to influence BNPL perceptions significantly. The findings provide valuable insights into how personal values and consumption behaviors influence BNPL adoption, emphasizing its broader implications for financial well-being, and offering strategies for retailers to promote responsible financial practices that enhance Gen Z consumer engagement. 

Keywords: buy now pay later, BNPL, Generation Z, luxury fashion, materialism, fashion involvement, willingness to pay, WTP, unplanned purchase behavior

How to Cite:

Murphy, C. & Watchravesringkan, K., (2025) “The Influence of Fashion Involvement and Materialism on Generation Z's Intent to Use Buy Now, Pay Later Payment Services When Purchasing Luxury Accessories”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18788

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Published on
2025-01-18

Peer Reviewed