Influence of Minimalist and Streetwear Clothing Design Styles on Generation Z Purchase Intention: A Comparative Analysis

Abstract

This study examined the influence of minimalist and streetwear clothing design styles on Generation Z purchase intention. Guided by the Theory of Planned Behavior and Marketing Aesthetics Theory, the research analyzed how visual appeal and symbolic meaning affect consumers’ purchasing decisions. The study employed a quantitative, non-experimental cross-sectional survey design involving 362 Generation Z students selected through stratified random sampling. Data were gathered using a validated and reliable structured questionnaire and analyzed using descriptive statistics, independent-samples t-tests, one-way ANOVA, and one-sample t-tests. Findings revealed that both minimalist and streetwear clothing design styles significantly influence Generation Z purchase intention, with minimalist fashion yielding a slightly higher grand mean. For minimalist clothing, age and purchase frequency produced significant differences, whereas for streetwear, college affiliation and purchase frequency were significant factors. Results highlighted sustainability as the primary motivator for minimalist fashion and identity expression as the key driver for streetwear. The study concludes that both clothing design styles effectively shape Generation Z consumer behavior when aligned with aesthetic and symbolic preferences. It is recommended that marketers and retailers emphasize sustainability in minimalist fashion and identity expression in streetwear to strengthen consumer engagement. Future research may explore other fashion styles and extend the scope to different demographic groups.