Purchase Decision-Making in the Context of Ethics and Sustainability in the Fashion Industry: A Comparison of Shein Customers and Other Consumers

This thesis examines the differences in purchasing behaviour between regular customers of the Chinese platform Shein and other consumers on the Czech market, focusing on price, ethics, and sustainability. Its aim is to determine to what extent these groups diverge in their perception of key factors influencing decisions to buy garments from the realm of ultra-fast fashion. The theoretical section outlines the dynamics of fast and ultra-fast fashion, their environmental and social impacts, and the specifics of the Shein brand as a dominant player in the segment. The empirical section employs quantitative research—a web-based questionnaire completed by 134 respondents, divided into “regular Shein customers” and “other consumers.” The data were analysed to test four hypotheses concerning (1) the importance of price and trends, (2) willingness to change consumption patterns, (3) trust in environmental claims, and (4) the role of personal responsibility. The results show that Shein customers attach decisive importance to price and current fashion trends while paying minimal attention to ethical and sustainable aspects. They also display a lower willingness to curb fast-fashion consumption or pay extra for more sustainable alternatives. A sense of individual powerlessness weakens motivation for ethical purchasing in both groups, but more strongly among Shein customers. The thesis concludes that information campaigns alone will not bring about behavioural change; economic incentives, transparent environmental labelling, and stricter regulation of greenwashing are essential.