TY - THES A1 - Krishnamoorthy, Harriha T1 - Künstliche Intelligenz und nachhaltiger Fast Fashion im E-Commerce - Machbarkeitsanalyse und qualitative Analyse zur kognitiven Dissonanz der Konsumenten N2 - 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. KW - Fast Fashion KW - Consumption KW - E-commerce KW - Generation Y and Z KW - Environment Y1 - 2023 ER -