Generation Z, comprising approximately 280 million individuals in China, represents a significant consumer segment with a high share of household spending, distinct digital behaviors, and a strong inclination toward quality and brand-driven consumption. However, despite their prominence in luxury retail markets, recent declines in sales especially in saturated areas like Beijing’s Central Business District (CBD), highlighted a need to reassess the factors influencing their purchasing intentions amid shifting economic and social dynamics. Therefore, the objective of the study is to examine perception, motivation, learning, attitude, and product attributes influence Gen Z’s purchasing intention. A total of 384, respondents aged 17-35 from cross-sectional survey were administered of Generation Z consumers. The finding of SMART (PLS) reveals that Gen Z's purchase intentions differ significantly from those of millennials and Gen X, being more influenced by psychological factors such as motivation, perception, and attitude rather than product attributes. They prioritize digital research, value-driven branding, and social validation (e.g., reviews and influencer endorsements) over traditional product qualities. Their buying behavior is shaped by a desire for simplicity, personalization, and quality, with a strong inclination toward sustainable and value-aligned purchases.