<?xml version="1.0" encoding="utf-8"?>
<export-example>
  <doc>
    <id>2172</id>
    <completedYear/>
    <publishedYear>2025</publishedYear>
    <thesisYearAccepted/>
    <language>eng</language>
    <pageFirst/>
    <pageLast/>
    <pageNumber>158</pageNumber>
    <edition/>
    <issue/>
    <volume/>
    <type>bachelorthesis</type>
    <publisherName/>
    <publisherPlace/>
    <creatingCorporation/>
    <contributingCorporation/>
    <belongsToBibliography>0</belongsToBibliography>
    <completedDate>2025-03-17</completedDate>
    <publishedDate>--</publishedDate>
    <thesisDateAccepted>2024-01-24</thesisDateAccepted>
    <title language="eng">Sustainability and the Fast Fashion Paradox of Gen Z - A qualitative Analysis of Consumer Characteristics and Cognitive Dissonance</title>
    <abstract language="eng">This study delves into the fashion preferences and decision-making processes of six Gen-Z participants, shedding light on their intricate choices. Despite a shared emphasis on visually appealing fashion and moderate sustainability knowledge, participants showed a limited inclination towards sustainable choices. Notably, price takes precedence, reflecting a prevalent budget-conscious approach. Surprisingly, participants exhibit a low preference for consistency, challenging the expectation of significant cognitive dissonance in their fashion choices. The results suggest a minimal role of cognitive dissonance, indicating a relaxed decision-making style. The study underscores the dominance of ultra-fast fashion, design, and affordability in participants' choices. Future research is encouraged to address and reduce Gen-Z's (ultra-) fast fashion consumption, promoting sustainability knowledge and a greater preference for sustainable fashion.</abstract>
    <identifier type="urn">urn:nbn:de:hbz:1383-opus4-21720</identifier>
    <enrichment key="opus.source">publish</enrichment>
    <enrichment key="opus.doi.autoCreate">false</enrichment>
    <enrichment key="opus.urn.autoCreate">true</enrichment>
    <licence>CC BY-NC-ND 4.0 International - Namensnennung-Nicht kommerziell-Keine Bearbeitungen</licence>
    <author>Jennifer Olfert</author>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Generation Z</value>
    </subject>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Fast Fashion</value>
    </subject>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Sustainability</value>
    </subject>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Cognitive Dissonance</value>
    </subject>
    <collection role="ddc" number="330">Wirtschaft</collection>
    <collection role="institutes" number="">Fakultät Kommunikation und Umwelt</collection>
    <thesisPublisher>Hochschule Rhein-Waal</thesisPublisher>
    <thesisGrantor>Hochschule Rhein-Waal</thesisGrantor>
    <file>https://opus4.kobv.de/opus4-rhein-waal/files/2172/Olfert_Bachelorarbeit.pdf</file>
  </doc>
</export-example>
