TY  - THES
U1  - Bachelor Thesis
A1  - Zernova, Marianna
T1  - Consumer behavior of the millenial women towards fast fashion products
N2  - This thesis is written based on secondary research to understand the main determinants of purchase intention of Generation Y women towards Fast Fashion products and how important is sustainability among those determinants.  There are many different studies dedicated to Generation X and Z, however, when it comes to Generation Y there are not many sources available. I decided to put them together in this study.
This thesis consists of secondary researches, mostly journal articles and case studies from different countries, with detailed specific information. 
The gathered information is categorized into 3 small hypotheses, which include theoretical and practical approaches. 
More research can be made conducting primary research in different countries using physical stores and online stores.
KW  - Fashion products
KW  - Generation Y
KW  - Purchase intentions
Y2  - 2021
SP  - 46
S1  - 46
ER  -