Title: A qualitative study within retail of self-identity and cultural ideals impact on Swedish females within Generation Z’s purchase behaviour Authors: Cecilia Menninge & Julia Bengtsson Institution: Linnaeus University, School of Business and Economics. Program: Detaljhandel and Service Management (180hp), Customer Experience Management (180 hp) Course: 2FE67E Supervisor: MaxMikael Wilde Björling  Examiner: Miralem Helmefalk Purpose: The purpose of this study is to, through interpretation and analysis of females within Gen Z, create knowledge and understanding of how self-identity and cultural ideals affect purchase behaviour Method: An interview study that addresses the topic of identity and cultural ideals impact on purchase behaviour. The study was conducted with a deductive approach and a qualitative method Conclusions: There is a versatile relationship between identity and Swedish females purchase behaviour in fashion. Self-image affects their purchase behaviour as Swedish females are highly conscious of their appearance. Swedish females in Generation Z follows the peripheral route in the Elaboration likelihood model.