• Yash Shah
• Stuti Rastogi
• Muthukumar

The paper aims to study the consumer behavior of Gen Y and Gen Z in online shopping and to know how they are different from each other when it comes to the fashion industry whether purchasing online or offline. The need, want and desire create demand in the market and it leads to focus on ecommerce as well as market stores. The macro demand representation provokes intentions of purchase decisions of consumers through various platforms. Factor analysis is used to reduce big dimensions and to find the most appropriate factor which leads to purchase intention. The paper aims to provide comparative analysis of both the generations that Y and Z. In the results it shows that Gen Y prefer purchasing from brick-and-mortar stores while Gen Z prefer shopping online from their electronic devices, say smartphones. Also Gen Z purchases frequently online while Gen Y just go through the reviews, gather data and do not take purchase decisions. Gen Z spend more time on social media and surf websites for a long time getting more exposure towards the internet and shopping more online. Gen Z likes to use eco-friendly products and likes to buy those if they get preference in online platforms as compared to Gen Y. Marketers need to build trust among the consumers because trust is very important in online shopping. They have to gain trust among Gen Y specially and make them more interested to purchase online. Gen z are more influenced by social media than Gen Y, other than that they do not have any specific differences specifically to the fashion industry.

Fashion, Gen Y, Gen Z, Generation Y & Z, Millennials, Marketing, E-commerce, Offline stores, Retail, Products, Management, Strategy, Retail Customers, Generational gap,

"Study on understanding the purchase behavior of Gen Z and Gen Y in Fashion Industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 1, page no.g846-g858, January-2024, Available :http://www.jetir.org/papers/JETIR2401695.pdf

"Study on understanding the purchase behavior of Gen Z and Gen Y in Fashion Industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 1, page no. ppg846-g858, January-2024, Available at : http://www.jetir.org/papers/JETIR2401695.pdf