Asia: Gen Z attitudes towards shopping by country 2024

According to a survey from 2024, over half of Gen Z respondents in selected Asian countries thought apparel and footwear have to be, above all, comfortable and practical. In comparison, looking out for special offers was more important to respondents in India, Indonesia, and Malaysia. About 69 percent of Gen Z respondents in Indonesia also put importance on dressing well.

Attitudes towards shopping among generation Z in Asia in 2024, by selected country

Characteristic	Apparel and footwear have to be, above all, comfortable and practical	Dressing well is very important for me	I always shop at the same stores	I do not buy fast fashion (mass production of low-cost clothing)	I often end up buying clothes that I never wear	When shopping, I look out for special offers	When strolling through stores, I tend to buy items spontaneously	None of the above
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Number of respondents

18,459 respondents

Age group

18-27 years

Special properties

residential online population

Supplementary notes

The original survey question was: "Which of these statements about shopping do you agree with?"

*Survey period for:
China - April 3, 2023 to March 22, 2024;
India - April 3, 2023 to March 13, 2024;
Indonesia - April 12, 2023 to June 13, 2024;
Malaysia - April 9, 2023 to June 17, 2024;
the Philippines - April 9, 2023 to June 16, 2024;
Thailand - April 9, 2023 to June 15, 2024;
and Vietnam - April 10, 2023 to June 11, 2024.

Number of respondents in:
China - 5,397;
India - 10,327;
Indonesia - 704;
Malaysia - 653;
the Philippines - 856;
Thailand - 508;
and Vietnam - 590.

For more information please visit the Global Consumer Survey home page and take a look at our methodology.