Identifikace motivací a bariér generace Z při nákupu secondhandové módy

Abstract

This bachelor thesis focuses on the identification of Generation Z’s motivations and barriers when buying second-hand fashion. The main aim of the thesis is to analyze the consumer behavior of this generation in the second-hand clothing market. The thesis is set in the context of the contemporary fashion industry, which is influenced by the development of fast fashion and an increasing emphasis on sustainability, leading to a growing interest in second-hand fashion. The theoretical part deals with the characteristics of the second-hand market and selected aspects of consumer behavior. The practical part is based on a questionnaire survey focused on Generation Z. The results identify the main motivations for purchasing, such as price affordability, sustainability and originality, as well as barriers, including concerns about hygiene and product quality.