Consumer Behaviour of Generation Z in the Clothing Segment: Approach to Sustainability

This bachelor thesis focuses on the consumer behaviour of Generation Z in the clothing segment, with an emphasis on their approach to sustainability. The aim is to determine whether Generation Z consumers in Czechia and Austria purchase sustainable clothing and which factors influence their decisions between fast fashion and slow fashion. The thesis is based on a literature review and primary quantitative research carried out using the CAWI method through online questionnaires distributed among Generation Z respondents aged 18–30. The research sample consists of 200 participants from Czechia and 200 from Austria. The data analysis shows that most respondents purchase fast fashion, although a significant portion of consumers combine conventional and sustainable clothing. The main decision-making factors include price, design, and shopping convenience, while sociodemographic characteristics such as gender, income, and education also play an important role. Based on the identified differences between the two countries, the thesis formulates recommendations for fashion brands on how to engage Generation Z more effectively in the context of sustainability – primarily through affordability, attractive design, and clear communication.