Rethinking fashion loyalty: exploring brand agnosticism among young consumers
Vinod Sharma, A.S. Suresh, Saikat Deb, Romi SainyPurpose
This study aims to examine the rising phenomenon of brand agnosticism among Gen Z and Gen Y in the fashion apparel sector. It investigates how psychological, functional and evaluative factors shape consumers’ detachment from brand identity and how this behaviour influences purchase intention.
Design/methodology/approach
Adopting a sequential mixed-methods design, the study first conducted in-depth interviews to generate contextual insights. These informed a structured survey of 622 Gen Z and Gen Y consumers. The proposed model was tested using partial least squares structural equation modelling and multi-group analysis.
Findings
Product functionality and attribute orientation emerged as the strongest predictors of brand agnosticism. Unexpectedly, perceived brand differences also increased brand agnosticism, indicating that meaningful distinctions can fuel switching rather than loyalty. Brand agnosticism significantly influenced purchase intention, serving as a key mediator. Multi-group analysis revealed no significant differences between Gen Z and Gen Y, indicating a convergence in brand-neutral behaviour across cohorts.
Originality/value
This study advances consumer behaviour theory by conceptualising and empirically validating brand agnosticism in a high-involvement retail context. It presents a comprehensive model integrating cognitive, affective and contextual factors, offering actionable insights for marketers navigating low-loyalty, high-choice markets in emerging economies.