“Thrifted fit check” Generation Z's knowledge-attitude-practice gap in second-hand clothing consumption - a preliminary study
Elmentve itt :
| Szerző: | |
|---|---|
| További közreműködők: | |
| Dokumentumtípus: | Diplomadolgozat |
| Kulcsszavak: | Generation Z knowledge-attitude-practice (KAP) gap Perception of second-hand clothing Social media Sustainable Consumption Communication (SCC) |
| Online Access: | http://dolgozattar.uni-bge.hu/56645 |
| Kivonat: | In a modern society with heightened fashion consumerism, second-hand fashion consumption emerges as a notable alternative for those seeking a more unique, affordable, and ethical source for clothing acquisition. Second-hand clothing, also often referred to as thrift clothing, has witnessed massive growth in popularity in recent years. Relevant literature on this topic already exists, however, there is limited examination of how young consumers' perception (especially those belonging to Generation Z) can be influenced by the discourses surrounding this alternative practice and how social media can be a useful tool for sustainable consumption communication (SCC), contributing to the spread of mindful fashion consumption. Therefore, this paper will analyze how young consumers perceive the motivations and barriers for second-hand clothing, whether or not can this translate into alternated consumption behaviors, and the potential power that social media can hold in SCC. In terms of methodology, this paper is based on secondary and primary research, providing first a literature review of existing theories and then insights from three focus groups conducted with GenZ-ers who are at different levels of commitment tothrifting. The main findings did not support a consistently positive correlation between the level of knowledge and improved perception or higher frequency of second-hand purchases but instead revealed that there existed a gap between knowledge-attitude-practice, the severity of which can vary significantly among individuals. The outcomes of this research can facilitate a better understanding of the differences in perception formation and consumption behaviors present in the second-hand apparel retail industry. |
|---|