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This Master's thesis investigates the purchasing behavior of Generation Z in Bavaria in Germany, focusing on sustainability within the fashion industry. The research aims to understand the level of sustainability awareness among this demographic, the factors that influence their purchasing intentions and decisions, and their brand loyalty. To achieve this goal, both quantitative and qualitative research methods were employed. This included a survey targeting Generation Z residents of Bavaria and in-depth interviews with experts in the fast fashion industry. The findings highlight the importance of economic and lifestyle considerations, as well as a significant awareness of sustainability issues. Despite the growing emphasis on environmentally friendly and ethical fashion choices, the study reveals a gap between attitudes and actual behavior. The insights gained from the empirical research can assist fashion brands in developing targeted marketing strategies that resonate with the preferences and values of Generation Z.