The effect of FoMO on generation Zs consumption behavior of Masstige Brand Apparel

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Science in Marketing


Ramon V. Del Rosario College of Business


Marketing and Advertising Department

Thesis Adviser

Reynaldo A. Bautista, Jr.

Defense Panel Chair

Luz Suplico Jeong

Defense Panel Member

Rachel G. Arcilla
Sheila Marie B. Salamanca
Brian C. Gozun


The purpose of this research is to investigate the effect of Fear of Missing Out (FoMO) on Generation Zs consumption behavior of masstige brand apparels. Partial least squares structural equation modeling was used in this study. The conceptual model adopts the integrated theoretical model of Hagger et al. which integrates Self-Determination Theory (SDT) by Deci and Ryan and Theory of Planned Behavior (TPB) by Ajzen. This study used random sampling in order to select 307 respondents in the target age group of 16 - 27 from De La Salle University. In the overall framework, results showed that FoMO affected the motivational constructs of SDT, namely intrinsic motivation, identified regulation, introjected regulation, and external regulation (with p-values 0.05). Furthermore, FoMO did not significantly affect the belief-based constructs of TPB with the exception of subjective norms and intentions. The study suggests that marketers should strive to develop strategies and FoMO appeals that manipulates the constructs of identified regulation and introjected regulation. This present study shows that the construct of FoMO has an effect on the deliberative process of the purchasing behavior of Generation Z consumers. Furthermore, the study paves the way for further research in the concept of FoMO.

Abstract Format






Accession Number


Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.


Consumption (Economics); Generation Z

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