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June 3, 2026Management DynamicsOpen Access

Modern Retail Experience Design for Gen Z and Millennials in India: The Roles of Convenience, Personalization, and Sustainability

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Authors

PRPratibha RaiUniversidad Politécnica de El SalvadorOGOm Jee GuptaJaipuria Institute of Management

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Implication

Cross-sectional survey investigates retail experience factors affecting purchase intention in Gen Z and Millennials, indicating key design priorities.

Key Points

  • This study explores how consumer convenience, personalized experiences, and sustainability affect purchase intentions among Gen Z and Millennials.
  • Administered a cross-sectional survey in Pune, India, with 320 retained responses.
  • Analyzed data using multiple linear regression to assess relationships between experience levers and purchase intention.
  • All three experience levers (convenience, personalization, and sustainability) positively associate with purchase intention.
  • Convenience shows the largest standardized effect on purchase intention among the three factors.

Cite This Study

Rai et al. (2026) studied this question.

synapsesocial.com/papers/6a1fc58bdee9eb8c0dce706chttps://doi.org/10.57198/2583-4932.1368
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Also Consider

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  1. 1Exploring the Relationship between Omnichannel Integration and Buying Intentions Among Gen Z Consumers in FMCG Retailing2025
  2. 2Generation Z versus Millennial purchase intentions: A comparative study based on social media marketing strategies in India with respect to the fashion and beauty industry2024 · 13 citations
  3. 3CONSUMER TRUST AND EXPERIENTIAL DRIVERS IN PHYGITAL FASHION RETAIL: A STUDY OF SENSORY DESIGN LAYOUT AND DIGITALPHYSICAL CONSISTENCY IN INDIA2026
  4. 4Brand, causes, and the credibility gap: Gen Z purchase intentions in emerging markets2025 · 2 citations
  5. 5Digital marketing Strategies and Consumer Buying Behaviour in the Retail Sector2026