Citation

Lim, Shih Min and Aziz, Kamarulzaman Ab. (2026) Exploring Fast Beauty Purchase Intentions Among Generation Z Females. Studies in Systems, Decision and Control, 612. pp. 891-900. ISSN 2198-4182

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Abstract

The concept of fast beauty, characterized by the rapid production and consumption of beauty products, has gained significance in recent times. Specifically, the emphasis on self-expression and individuality among today's youth plays a significant role in the growth of fast beauty. Young consumers are drawn to the diverse range of products and innovative formulations offered by fast beauty brands, allowing them to express their unique personalities through their beauty routines. Furthermore, the affordability of fast beauty products appeals to budget-conscious youths who seek quality beauty solutions without breaking the bank. A particularly important segment is Generation Z females. This demographic, born between 1997 and 2012, is often characterized by high social media engagement and influenced by influencers and advertisements when purchasing beauty products. The global beauty industry, valued at $532 billion, is witnessing a shift towards fast beauty, driven by Generation Z's purchasing habits and post-pandemic retail trends. This research aims to investigate the determinants influencing fast beauty purchase intentions among female Generation Z individuals. Specifically, it examines the relationships between price, quality, attitudes, subjective norms, perceived behavioural control, and fast beauty purchase intentions. By exploring these factors, the study contributes to a deeper understanding of Generation Z's consumption behaviour in the beauty industry, shedding light on the unique preferences and motivations of this demographic within a particularly rapid growing market segment.

Item Type:	Article
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	Faculty of Business (FOB)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	10 Feb 2026 04:00
Last Modified:	10 Feb 2026 04:00
URII:	http://shdl.mmu.edu.my/id/eprint/15291

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