Generation Z buying behavior in the fashion industry

This Master’s thesis studies the buying behavior of Generation Z within the context of the fashion industry. The research seeks to identify the crucial trends, habits, and other factors that shape Gen Z’s purchase decisions, with an emphasis on their attitudes toward sustainability, individuality, and technology. To aim this objective, qualitative research was conducted that included in-depth interviews with Generation Z representatives and experts in the field. The findings of the study highlight the significance of the economic and lifestyle factors, as well as the strong effect of social media content on the youth, defining the reasons for the attitude-behavioral gap. Furthermore, with a growing emphasis on eco-friendly and ethical fashion choices, sustainability appears as a crucial factor for this group, which is also described in this thesis. Fashion brands may use findings from the Practical part to create focused marketing strategies that align with Generation Z's preferences and beliefs.