Mezigenerační srovnání spotřebitelského chování na trhu udržitelné módy

Abstract

This bachelor’s thesis focuses on an intergenerational comparison of consumer behavior in the sustainable fashion market. The primary objective of the research was to analyze the attitudes and purchasing preferences of Generations X, Y, and Z, as well as to identify the key factors influencing their decision-making when buying fashion products. The research was conducted through an online questionnaire survey involving 307 valid respondents aged 15 to 60, who were selected using quota sampling. The analysis revealed that Generation Z shows strong environmental awareness and a generally positive attitude toward sustainable fashion. However, their financial resources are often limited. Generation Y places a high value on quality but views sustainable fashion as not easily accessible. Generation X, the most financially stable of the surveyed age groups, tends to prefer timeless and durable clothing, but lacks information about the benefits of sustainable fashion, as well as the available brands and products in this segment. Based on the collected data, practical recommendations were formulated for producers and retailers aimed at engaging each generation more effectively and thereby contributing to the advancement of sustainable consumption in the fashion industry.