The role of sustainability in purchasing decisions of young consumers in the fashion industry : cases of H&M and Zara
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2020
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Abstract
"This thesis declares to cover the topic: 'the role of sustainability in purchasing decisions of young consumers in the fashion industry'. It aspires to have an unconventional and alternative informational source of H&M and Zara in connection to young consumers' decision-making processes. Being and behaving sustainable or unsustainable has an important impact on the environment. Variations of internal and external factors affect young consumers' purchasing decisions which have both positive and negative outcomes. A better awareness of the definition of sustainability can serve to influence different companies, consumers, and governments to conform to more positive social and environmental behaviours. Data was collected by published and unpublished raw sources. Keywords: Young Consumers, Decision-Making Process, H&M and Zara, Sustainability, Business Behaviour, Fast Fashion, Fair Fashion."