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Fast Fashion: To explore Generation Y's attitude toward fast fashion; a Swedish consumer perspective
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background:           Fast fashion is a rather new business strategy and is defined to be affordable and fashionable apparel that is directly copied from catwalks. The concept was initially introduced by Amancio Ortega’s well-known store, called Zara which mostly targets Generation Y consumers. Due to globalization and progress in technology it makes it possible for retailers to use cheap resources and cheap manufacturing from third-world countries which makes this strategy profitable. In these third world countries the working conditions and wages are poor, and the workers are exposed to toxic chemicals used in the fabrics. These toxic chemicals also affect the environment negatively by polluting the oceans and the earth. It also contributes to the overconsumption due to the rapid change in trends and their short life cycle.

 

Purpose:                  The purpose is to understand how Swedish Generation Y consumers behave towards fast fashion and their attitudes toward this.

 

Method:                  This study has used a qualitative approach, so the data was gathered through 12 interviews. All the participants were of Generation Y, age 17-37. The interviews were semi-structured with open-ended questions. A method of purposive sampling was used meaning that the participants were chosen by the judgement of the authors. Furthermore, the thesis is a case study where the case is the fast fashion industry.

 

Findings:                 The results show that there is an existing link between attitudes and behaviour where several factors affect this. For this particular generation, style and price were two important factors linked to behaviour. Social media and other social surroundings, such as family and friends, also affect their consumption pattern. The findings also show that Generation Y view sustainability as something important, however regarding fast fashion something else is indicated.

Place, publisher, year, edition, pages
2019. , p. 50
Keywords [en]
Fast Fashion, Attitudes, Consumer Behaviour, Generation Y, Swedish Consumers, Sustainability
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-43898ISRN: JU-IHH-FÖA-1-20190944OAI: oai:DiVA.org:hj-43898DiVA, id: diva2:1319421
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2019-06-28 Created: 2019-05-31 Last updated: 2019-06-28Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
More styles
Language
  • de-DE
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  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • asciidoc
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