Udržitelnost ve fast fashion: srovnání generací

The concept of fast fashion characterised by a fast pace of production and consumption, has proven to be unsustainable in terms of ecological and social impacts. However, the efforts of fast fashion companies to increase interest in the field of sustainability are currently showing. Fast fashion brands have started to implement measures that help to mitigate negative impacts on the environment. The thesis focuses on the sustainability in fast fashion companies and compares the perception of sustainability across generations, namely generation X, millennials and generation Z. The aim of the thesis is to evaluate whether the sustainability of fast fashion brands affects consumer behavior when purchasing clothes across generations. Based on the findings, recommendations will be made on how to incorporate factors affecting sustainability into corporate strategies.