Study on the Consumption Behavior of Generation Z Buying China-Chic Products

The rise of the China-Chic culture has injected new vitality into Chinese clothing brands, with "New Chinese Style" clothing continuing to gain popularity. By innovatively exploring and recreating traditional Chinese culture, clothing brands have formed a unique, relatable, and resonant fashion consumption trend among the masses. Meanwhile, with the growth of Generation Z, their consumption attitudes and behaviors have influenced the development of the Chinese market. Taking China-Chic clothing as an example, this paper studies the factors influencing Generation Z's consumption behavior based on the theory of consumer value perception.