| Title | Perceptions And Attitudes Of Generation Z Consumers Towards Sustainable Clothing: Managerial Implications Based On A Summative Content Analysis |
|---|---|
| ID_Doc | 12733 |
| Authors | Kovacs, I |
| Title | Perceptions And Attitudes Of Generation Z Consumers Towards Sustainable Clothing: Managerial Implications Based On A Summative Content Analysis |
| Year | 2021 |
| Published | Polish Journal Of Management Studies, 23.0, 1 |
| Abstract | Sustainability in the fashion industry has an importance in the global context; societies and fashion brands are taking measures to shift from non-renewable resource consumption and non-sustainable business models to a more circular economy that leads to sustainable consumption patterns. The younger members of Generation Z constitute an active and relevant fashion consumer segment with significant contributions; therefore, marketers must gain insight into the perceptions and attitudes of these young customers. The purpose of this paper is to explore the perceptions and attitudes of the younger members of Generation Z towards sustainable clothing in order to identify managerial implications and further academic research. The research was qualitative in nature, utilising semi-structured interviews and was accompanied by individual interviews with 120 active fashion shoppers aged between 18-25 years. The study examined the perceptions and sustainable fashion aspects with a positive attitude profile and the results indicate that health and environment-related values should be in focus to be more attractive for young customers. The decision-making barriers and positive keywords should be a base for effective communication strategies and marketing messages. The findings of the research show that, during their customer journey, young customers gather information mostly from the e-commerce retailer's product descriptions, product labels, filter systems, peer-reviews, and point of sales communication assets found at the point of sale. This exploratory study acts as the first stage of further quantitative academic research. |
| https://doi.org/10.17512/pjms.2021.23.1.16 |
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