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Consumer behavior of the millenial women towards fast fashion products

  • 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.

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Author:Marianna Zernova
Advisor:Daniel Cerquera
Document Type:Bachelor Thesis
Year of Completion:2021
Granting Institution:Hochschule Furtwangen
Date of final exam:2021/02/28
Release Date:2021/03/03
Tag:Fashion products; Generation Y; Purchase intentions
Page Number:46
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoUrheberrechtlich gesch├╝tzt