The role of sustainability in purchasing decisions of young consumers in the fashion industry : cases of H&M and Zara
| dc.contributor.advisor | Behar Villegas, Erick | |
| dc.contributor.advisor | Poljsak-Rosinski, Petra | |
| dc.contributor.author | Saybak, Cansu | |
| dc.contributor.department | bachelor thesis in Business Administration | |
| dc.date.accessioned | 2021-01-11 | |
| dc.date.accessioned | 2025-11-28T13:26:26Z | |
| dc.date.available | 2025-11-28T13:26:26Z | |
| dc.date.issued | 2020 | |
| dc.description.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 Data was collected by published and unpublished raw sources.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." | en |
| dc.description.degree | BA | |
| dc.description.tableofcontents | 1. Introduction.....................................................................1 1.1 General Introduction..................................................................1 1.2 Main Problem Statement..............................................................1 1.3 Justification for Sustainability in Fast Fashion....................................2 1.4 Research Aim...........................................................................2 1.5 Research Objectives...................................................................2 1.6 Research Question......................................................................3 2. Literature Review...............................................................4 2.1 Sustainability of Brands Effect on Consumers.....................................4 2.1.1 Fast Fashion vs. Fair Fashion and the Importance of Sustainability............5 2.1.2 Approaches in the Fashion Industry...............................................5 2.1.3 Cases of H&M and Zara............................................................6 2.2 Purchasing Processes of Young Consumers........................................7 2.2.1 Consumption in the Fashion Industry.............................................8 2.2.2 Young Consumer's Perception.....................................................9 2.2.3 Decision-Making Process...........................................................9 2.4 Conceptional Framework.............................................................11 2.5 Chapter Conclusion....................................................................13 3. Research Approach.............................................................14 3.1 Research Strategy.....................................................................14 3.2 Secondary Data Collection...........................................................14 3.2.1 Why Brands Do What They Do...................................................14 3.2.2 Why Millennials Do What They Do.............................................16 3.3 Pros and Cons...........................................................................17 3.4 Secondary Data Collection Approach...............................................18 4. Data Collection and Data Analysis..........................................19 4.1 Selected Case Characteristics........................................................19 4.2 Template Analysis.....................................................................20 4.2.1 Results of the Interconnections.....................................................21 4.2.2 Limitations...........................................................................22 5. Discussion and Conclusion...................................................24 5.1 Discussion of Results..................................................................24 5.2 Revisiting the Research Objectives and Questions................................26 5.3 Conclusions and Practical Implications.............................................28 5.4 Limitations and Future Suggestions.................................................29 6. References.......................................................................30 | en |
| dc.identifier.uri | https://repository.berlin-international.de/handle/123456789/577 | |
| dc.language.iso | eng | |
| dc.subject | Specific sectors, industries | |
| dc.subject | Consumer behaviour | |
| dc.subject | Wholesale and retail trade | |
| dc.subject | Fashion industry | |
| dc.title | The role of sustainability in purchasing decisions of young consumers in the fashion industry : cases of H&M and Zara | |
| dc.type | Thesis |
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