TY - THES A1 - Olfert, Jennifer T1 - Sustainability and the Fast Fashion Paradox of Gen Z - A qualitative Analysis of Consumer Characteristics and Cognitive Dissonance N2 - 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. KW - Generation Z KW - Fast Fashion KW - Sustainability KW - Cognitive Dissonance Y1 - 2025 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:hbz:1383-opus4-21720 ER -