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Why Generation Y is not buying sustainably: An Adapted ZMET Study on Sustainable Fashion Consumption for Generation Y

Using the qualitative research method Zaltman Metaphor Elicitation Technique (ZMET), this thesis examines what consumers understand by sustainability in the fashion industry, which characteristics decide about the purchase of fashion products and which characteristics become drivers and barriers for consumers when they deal with purchasing decisions in the sustainable fashion industry. The research group is Generation Y, as previous research shows that this group has a high interest in clothing. Projective methods, such as the ZMET method, are used to avoid socially desired answers and to experience unconscious thoughts and emotions from the consumer through association and collage techniques. With its 14 steps, ZMET represents an elaborate qualitative method and is examined in this work for its advantages and disadvantages and for its suitability for this research topic. The study shows that although Generation Y has a diverse and differentiated idea of sustainability, sustainability still plays a subordinate role, especially in the fashion industry, from the point of view of consumers. Criteria such as price, attractiveness of the fashion item, quality and fit are still much more important to consumers. These criticize the lack of a political framework for controlled seals, which are communicated and established by the media and companies, in order to then be sufficiently informed as a powerful consumer. Generation Y wants to be relieved by "honest" seals. Therefore, companies are advised to focus on sharing information about their standards and quality and securing it.

Scope: 39 pages
Reference: free of charge for download