Generation Green Exploring the Factors Driving Gen Z's Sustainable Fashion Choices
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| Format: | Thesis |
| Kulcsszavak: | customer behavior fashion industry Generation Z social media influence sustainability |
| Online Access: | http://dolgozattar.uni-bge.hu/57453 |
| Abstract: | AbstractThis thesis explores the purchasing behaviors of Generation Z with a focus on their attitudes toward sustainable and long-lasting fashion, highlighting the role of social media and influencers in shaping their decisions. Through a mixed-methods research design, primarily quantitative data was gathered via a structured survey targeting Gen Z respondents, predominantly from Hungary but with insights from other regions. The study examines key factors influencing sustainable fashion choices, such as price, quality, brand transparency and ethical considerations, while also analyzing the influence of marketing strategies such as influencer endorsements.The findings reveal that Generation Z values ethical practices and sustainable materials but remains sensitive to price and quality. Social media platforms play a pivotal role in driving awareness and fostering engagement with sustainable brands, underscoring the impact of influencers in bridging the gap between sustainability and style. However, gaps were identified in trust toward marketing claims, suggesting that brand transparency is crucial for fostering consumer loyalty.The research highlights areas for improvement, such as the need for more targeted investigations into specific social media platforms and the potential for qualitative interviews to provide deeper insights into purchasing motivations. This study contributes to understanding Generation Z’s unique consumer behaviors, offering valuable implications for sustainable marketing strategies and future research in the evolving landscape of ethical fashion. |
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