What are generation Z’s buying patterns related to fast fashion?

Abstract

This thesis examines the complex correlation between Generation Z and the fast fashion business, known for its swift production methods and its capacity to rapidly adapt to current fashion trends while maintaining low expenses. Although Generation Z is becoming more conscious of sustainable practices, their consumption behaviour demonstrates a paradox. Despite their growing concern for ethical and environmental issues, their purchasing choices are still greatly influenced by the affordability and availability of fast fashion. The study employs the Theory of Planned Behavior to examine the impact of attitudes, subjective norms, and perceived behavioural control on the fashion shopping choices of Generation Z. By conducting an extensive analysis of existing literature and administering a comprehensive survey, this research reveals the primary reasons that contribute to the noticeable disparity between the values and behaviors of young consumers. The results indicate that although Generation Z consumers possess knowledge regarding the negative effects of fast fashion, their sustainability concerns are frequently overshadowed by the influence of social media and economic limitations. This thesis enhances the continuing discourse on sustainability in the fashion business by emphasizing the necessity for tactics that not only advocate ethical and environmental consciousness but also tackle the economic factors that impact customer behaviour. By closing this divide, the industry can guide Generation Z towards adopting more sustainable consumption habits, aligning their buying choices with their environmental and ethical principles.