Understanding the Masstige Consumption Value on Consumer Purchase Intention of Generation Z

The aim of this study is to investigate relationship between purchase intention of Generation Z towards masstige brands and customer perceived value. A qualitative data collection approach was used through in-depth interview with Generation Z women. In this way, the relationship between individual, functional, social, and financial values as consumption values and purchase intention was examined. According to a thematic analysis of the interviews, experiential, financial, and functional values are the primary determinants of Generation Z's perceptions of masstige consumption. Social media and online reviews are other factors influencing consumers’ social value. Consumers' purchase intentions are related to the product's practicality, ease of use, visual appeal, self-reward, and positive emotions. The study's findings offer management insights into creating affordable and socially relevant mass-market brands targeting Generation Z.