The Effect of Perceived Price Fairness and Product Quality on Generation Z Consumers’ Purchase Decisions

Abstract

Generation Z consumers have become an important market segment due to their familiarity with digital technology, access to product information, and changing consumption preferences. In making purchasing decisions, consumers may consider not only the price of a product but also whether the price is perceived as fair and whether the product meets their quality expectations. This study aims to analyze the effects of perceived price fairness and product quality on Generation Z consumers’ purchase decisions. A quantitative approach with an explanatory research design is proposed. Data will be collected through a questionnaire distributed to Generation Z consumers who have purchased products. The variables will be measured using a Likert scale, and the data will be analyzed using multiple linear regression, provided that the data meet the relevant statistical assumptions. The study examines three relationships: the effect of perceived price fairness on purchase decisions, the effect of product quality on purchase decisions, and the simultaneous effect of both independent variables on purchase decisions. Previous studies have examined price fairness, product quality, and consumer purchasing behavior in different product categories. However, the combination of these two variables in explaining Generation Z consumers’ purchase decisions remains relevant for further investigation. The findings are expected to provide insights for businesses in developing pricing strategies and maintaining product quality to support consumer purchasing decisions. The empirical results will be presented after the questionnaire data have been collected and analyzed.