dissertation

My dissertation explores the complexities of Generation Z's purchasing behavior within the EU's fast fashion industry, highlighting the tension between the demographic's sustainability aspirations and their actual consumption patterns. This research delves into the impact of social identity, greenwashing, and price sensitivity on consumer decisions, uncovering the paradox of a generation that is both environmentally conscious and heavily engaged in fast fashion. Through a blend of qualitative and quantitative methods, including surveys and expert interviews, the study offers insights into the challenges and potential strategies for aligning consumer behavior with sustainable practices.