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Publicação
Higher Education & Gen Z’s Perception and Motivations for Second-Hand Clothing Consumption: How Higher Education influences Gen Z’s SHC Consumption
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Orientador(es)
Resumo(s)
From the emerging need for a different way of perceiving the fashion industry comes the concept of
ethical and sustainable fashion, with second-hand fashion being defined as an alternative to mass
production and consumption. This study aimed to explore how higher education influences secondhand clothing consumption within the Generation Z community. A text-mining analysis of 20 semistructured interviews reveals a notorious division of how second-hand fashion is perceived, valued,
and consumed between Generation Z individuals with and without higher education. This study
highlights the importance of understanding how education shapes Gen Z's perceptions of SHC, offering
theoretical implications for more nuanced, intersectional research on education, sustainability, and
generational dynamics valuable and practical insights for researchers, educators, policymakers, and
marketers to further explore subgroup dynamics within this generation's consumption patterns.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Second-hand Fashion Higher Education Generation Z Interviews Text Mining SDG 12 - Responsible production and consumption SDG 13 - Climate action