An Empirical Study of the Influencing Factors of Upcycled Redesigned Fashion Product Purchase Intentions among Generation Z Consumers

To delve into the attitudes of Generation Z consumers towards upcycled redesigned fashion products and thereby enhance the product development and service offerings of apparel enterprises, this study takes customer perceived value as the point of departure, empirically examining the factors that drive the purchase intentions of Generation Z consumers regarding such products. It investigates the underlying mechanisms influencing consumer purchasing behavior and constructs a theoretical model based on the structural equation modeling (SEM) approach. The results demonstrate that the collected scales exhibit high reliability and validity, and the theoretical model fits well. Among the findings, functional attributes stand out as the core concern for consumers. The four dimensions of perceived value play an intermediary role between product features and purchase intention. Therefore, fashion companies and brands, when developing upcycled redesigned fashion products, should prioritize infusing them with specific functionalities and focus on creating environmentally conscious products that heighten consumer perceived value.