Consumer Behavior Trends in Online Fashion Retail: A Study of Gen Z Shoppers in India.

Abstract

This research paper investigates the evolving consumer
behavior patterns of Generation Z (Gen Z) in the Indian
online fashion retail sector. As digital natives, Gen Z
represents a crucial segment for e-commerce businesses, marked by their high digital literacy, preference for
personalization, and strong social media influence. The
study explores the key drivers that shape their fashion
purchasing decisions