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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Effortless shopping : A qualitative study of Gen Z's shopping behaviour and how they value the environmental sustainability in the fashion industry

Hjertquist, Jonna, Jung, Sofie January 2020 (has links)
The purpose of this study is to gain a deeper understanding of Gen Z’s structure in the buying decision-making process and how they value environmental sustainability within the fashion industry. In this context, the following research questions was formulated: (1) What structure does the buyer decision-making process follow for Gen Z when it comes to apparel shopping? (2) How does Gen Z value environmental sustainability when buying apparel?    Theories used in the literature review have included the main concepts of sustainability in the fashion industry, the buyer decision-making process and Gen Z. In order to clarify the relationship between the main concepts a conceptual framework was presented, which together with the theoretical framework was used to analyse the empirical data. The empirical data of this study refers to the collection of multiple interviews with individuals born between 1996-2002. By following a qualitative research method an understanding of Gen Z´s shopping behaviour and whether they are affected by environmental issues was collected. With regard to the concept being a relatively unexplored area in the business research, this thesis is based on a deductive research approach. It was concluded that the Gen Z does not follow the traditional structure of the buyer decision-making process and do not value environmental sustainability when buying apparel. Finally, the minority purchasing sustainable apparel have a higher involvement in their buyer decision-making process due to their motivation towards sustainable choices.
2

Analýza spotřebního chování Čechů v segmentu okružních plaveb a její využití při tvorbě marketingové strategie cestovních kanceláří / Analysis of consumer behavior of Czechs in the cruise segment and its use in the creation of a marketing strategy of travel agency

Hlinková, Eliška January 2012 (has links)
This thesis deals with the research of consumer behavior and specifics of buyer decision-making process of Czechs during booking of their foreign holidays and methodology of market segmentation in tourism, or in the segment of cruises. Analysis of current trends and determinants on the supply and demand helps to build a competitive marketing strategy emerging of travel agency in the segment of cruises.

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