Attitudes towards sustainability in the fast fashion industry among young consumers in the Czech Republic

Over the past few years, the concept of sustainability has grown in popularity, capturing the attention of both brands and consumers in a variety of industries. The fashion industry, often criticized for its environmental and social impact, is no exception. Using a tripartite model of attitudes, this bachelor thesis seeks to examine the interplay between cognitive, affective, and behavioural components within young consumers' attitudes towards sustainability in the fast fashion industry. Furthermore, the study aims to suggest potential implications for fast fashion brands based on the findings. The theoretical part of the thesis focuses on the fast fashion industry, the concept of sustainability, and sustainable consumer behaviour. The practical part of the study is based on quantitative research, with university students as the target group. The results provide insights into the awareness levels, emotional responses, and behavioural intentions of young consumers, as well as gender differences. At the end of the research, implications for fast fashion brands are proposed to benefit both the brands and their consumers.