Influence of Gender-Neutral Fashion On Millennials and Generation Z Consumers’ Behavior: Insights to Inclusivity

Abstract

This study examined the influence of gender-neutral fashion on the consumer behavior of Millennials and Generation Z, focusing on inclusivity and alignment with identity. Using a quantitative, non-experimental cross-sectional design, data were collected from 384 respondents in Roxas City, Capiz. The study examined how perceptions of inclusivity and identity alignment affect attitudes, social norms, and brand loyalty toward gender-neutral fashion. Results revealed that respondents exhibited a very high level of inclusivity perception and a high level of identity alignment, indicating that gender-neutral fashion is widely recognized as a tool for self-expression and social acceptance. Furthermore, respondents demonstrated strong positive attitudes, social norm influence, and brand loyalty, suggesting that gender-neutral fashion is not merely a trend but an integrated lifestyle preference among younger consumers. Statistical analyses showed that perceptions of inclusivity and identity alignment significantly influence attitudes, social norms, and brand loyalty, with attitudes emerging as the strongest predictor of consumer behavior. Demographic variables such as generational cohort, gender identity, income, and source of income were found to have no significant effect, emphasizing that psychological and value-driven factors are more influential than demographic characteristics. The findings highlight that inclusivity and identity congruence are key drivers of consumer engagement in the fashion industry. This study provides valuable insights for fashion brands, policymakers, and researchers, emphasizing the importance of inclusive marketing and design strategies to foster stronger consumer relationships and promote social acceptance.