TY - THES A1 - Petit Olavarrieta, Stephani Lorena T1 - Generation Z's leadership in retail demand for sustainable products. N2 - The term Sustainability has become one of the most important, not only at a social level, but also has an impact on how nations and companies worldwide do business. The needs of society have changed, where they demand the production of goods and services with less impact on the environment and more consistent behaviour. Upcoming generations have developed more attention to their purchase behaviours and needs. The behavior of Generation Z has also influenced the retail business at the point that according to the State of Consumer Spending: Gen Z Shoppers Demand Sustainable Retail “62% of Generation Z survey participants prefer to buy from sustainable brands, on par with Millennials” (FIRST INSIGHT, 2020). The research strategy of this study is based on a comparative case study of 3 companies in the retail and fast fashion industry, that consists of a research method involving an up-close, in-depth, and detailed examination of a particular case, with the support of a theory-oriented research, where the objective is to contribute to theory development. Additionally, a survey, divided in 3 parts and with a total of 13 questions, has been developed and will provide quantitative insights, contribute to the study and the testing of the propositions. The result of this research indicates that Generation Z is a generation committed to caring for the environment and its behaviour has influenced other generations and the market, prioritising the selection and demand for sustainable products or services in the retail market. Y1 - 2022 UR - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:bvb:573-34024 CY - Ingolstadt ER -