Důležitost udržitelnosti v módním průmyslu v procesu rozhodování o nákupu Gen Z

Sustainability in the fashion industry is still a growing topic. The perception of sustainability by consumers of apparel is also changing. The new generation Z, with particular consumer behavior has evolved into a separate consumer category. According to Euromonitor, by 2030, Generation Z will be the largest market group in the world, so it is reasonable for many companies to understand how to communicate effectively and establish lasting relationships with Generation Z if they plan to capitalize on this demographic. Based on the results in the theoretical context, which explains Generation Z, purchase decision making process in the fashion industry, concept of sustainability, the practical part of the study is presented by quantitative research among Generation Z representatives. This research provides insights on Generation’ awareness of sustainability in the fashion industry and consumer’s preferences when it comes to social and environmental impacts of the sustainability.