Soares, Raquel Vanessa Reis Silva FerreiraFonseca, Joana Vanessa César da Cruz2025-02-252025-02-252025-02-13http://hdl.handle.net/10362/179767Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsFrom 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.engSecond-hand FashionHigher EducationGeneration ZInterviewsText MiningSDG 12 - Responsible production and consumptionSDG 13 - Climate actionmaster thesis203921739