Nákupní chování generace Z v oblasti módy

This bachelor’s thesis examines the shopping behavior of Generation Z within the fashion industry, with a particular focus on its relationship to fast fashion and slow fashion. The aim of the thesis was to identify the key factors that influence young consumers’ decision-making when purchasing clothing and to assess the importance they attribute to sustainability. The theoretical part defines fundamental concepts related to fast and slow fashion, characterizes Generation Z, and summarizes the main features of its consumer behavior both in general and specifically within the fashion sector. The practical part is based on a quantitative questionnaire survey, the results of which show that Generation Z predominantly prefers fast fashion due to its low price, accessibility, and wide product range, while slow fashion is often perceived as financially unattainable and less visible. Nevertheless, a portion of respondents does take sustainability into account, particularly through shopping in second-hand stores or using resale platforms. Based on the data analysis, the conclusion provides recommendations for fashion brands in both segments to help them better understand the needs of Generation Z and target their marketing activities more effectively.