@masterthesis{Krishnamoorthy, type = {Bachelor Thesis}, author = {Krishnamoorthy, Harriha}, title = {K{\"u}nstliche Intelligenz und nachhaltiger Fast Fashion im E-Commerce - Machbarkeitsanalyse und qualitative Analyse zur kognitiven Dissonanz der Konsumenten}, school = {Hochschule Rhein-Waal}, abstract = {This thesis deals with the consumer purchasing behavior in the fast fashion segment. The central focus includes analyzing factors such as purchase intention, e-commerce trade, consequences and environmental impacts. The first section defines terms and compares current studies to each other. This is followed by a methodical discussion. In order to assess consumer purchasing behavior, semi-structured interviews were conducted, and digital diary entries were written by participants from generation Y and Z. Based on these results shopper types were identified.}, language = {de} }