• Vaipani Zile

Listen to your mother, she knows best…‖ the colloquial saying goes, highlighting parents‘ influence in shaping an individual. This influence can be extended to consumer behavior and buying decisions as well. (Kruger, 2016). Parents act like the chisel when comes to building personalities of an individual. It is imperative for a marketer to understand Generation Z‘s consumer behavior in order to analyze the market opportunity, target with the appropriate market strategy and more definite in decision making in order to achieve profitable goals. This paper illustrates the how and to what extent Gen Z‘s purchasing decisions are altered owing to their parents when it comes to put money into e-commerce websites. With the aim of yielding a framework for various factors laying out the same, an extensive research was conducted wherein data from 80 participants were collected based on their insights. The data was further analyzed to develop a framework of all the divergent factors that sources Gen Z to avert from buying online.

Generation Z, E-commerce, Parental Influence, Buying online, Purchase habits

"Parental Influence on Gen Z’s Online Buying Behavior", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 10, page no.e121-e136, October-2021, Available :http://www.jetir.org/papers/JETIR2110432.pdf

"Parental Influence on Gen Z’s Online Buying Behavior", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 10, page no. ppe121-e136, October-2021, Available at : http://www.jetir.org/papers/JETIR2110432.pdf