Analysis of Generation Z's Consumer Behavior towards Fast Fashion

Date

6-2023

Degree

Bachelor of Science in Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Maria Angeles O. Catelo

Committee Member

Jaimie Kim B. Arias, Gideon P. Carnaje, Agham C. Cuevas

Abstract

This study attempts to analyze the consumer behavior of Generation Z towards fast fashion. The study analyzes the consumer behavior of Gen Z into three parts: the pre-purchase, purchase and post-purchase behavior. A total of 232 respondents were gathered through systematic random sampling approach from the College of Eonomics and Management of the University of the Philippines Los Baños. Using binary logit regression model, the factors that affect the purchase of the respondents of fast fashion clothing are the following: awareness of fast fashion brands, awareness of the environmental implications of fast fashion, awareness of the types of sustainable fashion, awareness of the environmental implications of sustainable fashion and monthly income. On the other hand, awareness of the definition of fast fashion and sustainable fashion, and price are found to be insignificant in the purchase of fast fashion clothing. The results show that 86.21% of the respondents purchase fast fashion clothing, while the other 13.79% do not and the most frequent method of disposal of fast fashion clothing is through donating to family and friends. The study highlights the importance of increasing consumer awareness among Gen Z on environmental implications of fast fashion and making a shift towards its alternative, sustainable fashion. From the results, it can be suggested for fashion brands to focus on efforts in prioritizing sustainability in the production process and promoting clothing exchange and donation initiatives to foster circular economy practices and reduce textile waste, contributing to a more sustainable industry.

Language

English

LC Subject

Consumer behavior, Fashion, Generation Z

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2023 E2 P53

Notes

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Document Type

Thesis

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