Generation Z buying behavior in fashion industry

Yelyzaveta Vasylieva

Master's thesis

Generation Z buying behavior in the fashion industry

Abstract:

This Master’s thesis studies the buying behavior of Generation Z within the context of the fashion industry. The research seeks to identify the crucial trends, habits, and other factors that shape Gen Z’s purchase decisions, with an emphasis on their attitudes toward sustainability, individuality, and technology. To aim this objective, qualitative research was conducted that included in-depth interviews with Generation Z representatives and experts in the field. The findings of the study highlight the significance of the economic and lifestyle factors, as well as the strong effect of social media content on the youth, defining the reasons for the attitude-behavioral gap. Furthermore, with a growing emphasis on eco-friendly and ethical fashion choices, sustainability appears as a crucial factor for this group, which is also described in this thesis. Fashion brands may use findings from the Practical part to create focused marketing strategies that align with Generation Z's preferences and beliefs.

Abstract:

This Master’s thesis studies the buying behavior of Generation Z within the context of the fashion industry. The research seeks to identify the crucial trends, habits, and other factors that shape Gen Z’s purchase decisions, with an emphasis on their attitudes toward sustainability, individuality, and technology. To aim this objective, qualitative research was conducted that included in-depth interviews with Generation Z representatives and experts in the field. The findings of the study highlight the significance of the economic and lifestyle factors, as well as the strong effect of social media content on the youth, defining the reasons for the attitude-behavioral gap. Furthermore, with a growing emphasis on eco-friendly and ethical fashion choices, sustainability appears as a crucial factor for this group, which is also described in this thesis. Fashion brands may use findings from the Practical part to create focused marketing strategies that align with Generation Z's preferences and beliefs.

Keywords

Generation Z, Fashion industry, Social media, Sustainability, Fast fashion

Keywords

Sustainability, Generation Z, Fashion industry, Social media, Fast fashion

Language used: English

Date on which the thesis was submitted / produced: 12. 5. 2023

Thesis defence

• Date of defence: 5. 6. 2023
• Supervisor: Martin Machek
• Reader: Michaela Machovičová

Vysoká škola ekonomická v Praze

Master programme:
Management