The Influence of Fashion Influencers on the Purchasing Behaviour of Generation Z and Millennials

This dataset contains anonymized responses from an online survey conducted between April and May 2024 on the influence of fashion influencers on the purchasing behaviour of Generation Z and Millennials.The dataset supports the article “The Influence of Fashion Influencers on the Purchasing Behaviour of Generation Z and Millennials”, published in Tekstilec (2025). The survey was conducted via the 1ka.si platform and included 183 respondents. Data include demographic characteristics (age, gender, education), Instagram usage habits, attitudes toward fashion influencers, online shopping frequency, and sustainability considerations. All personal data were anonymized before publication.Statistical analyses were performed using SPSS and MS Excel.