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@article{207813,
        author = {Ms. Tiyasha Bharati and Mr. Yash Naik},
        title = {Gen Z Appearance and Its Impact on Young People: A Comparative Study},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {3},
        pages = {2903-2909},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=207813},
        abstract = {The present study examined selected consumer and self-perception outcomes associated with Gen Z appearance-related culture among young people. The study focused on consumer brand awareness, materialism, and perceived image. A quantitative, cross-sectional comparative survey design was used. The final analyzed sample comprised 76 participants divided into three age groups: 15–20 years (n = 24), 21–25 years (n = 37), and 26–30 years (n = 15). Participants completed structured five-point Likert-type measures assessing appearance-related consumer and self-perception domains. Descriptive statistics, Shapiro–Wilk tests, Welch's one-way analyses of variance (ANOVAs), and Tukey post hoc comparisons were used. Mean scores were 18.20 (SD = 4.25) for consumer brand awareness, 18.40 (SD = 4.99) for materialism, and 14.30 (SD = 4.62) for perceived image. No statistically significant age-group differences were observed for consumer brand awareness, F(2, 38.6) = 0.620, p = .543; materialism, F(2, 32.4) = 0.570, p = .571; or perceived image, F(2, 32.6) = 0.445, p = .645. Post hoc comparisons were also nonsignificant. The findings indicate that, within this sample, the measured appearance-related outcomes did not differ significantly across age groups. The results have implications for media literacy, mindful consumption, and interventions addressing appearance-related pressures. Given the purposive sampling strategy, modest sample size, and cross-sectional design, the findings should be interpreted cautiously.},
        keywords = {Gen Z, appearance, consumer brand awareness, materialism, perceived image, young people, social media},
        month = {August},
        }