Essays about: "Jonna Hjertquist"

Found 1 essay containing the words Jonna Hjertquist.

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

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Jonna Hjertquist; Sofie Jung; [2020]
   Keywords : Environmental sustainability; buyer decision-making process; Gen Z; the fashion industry;

   Abstract : 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. READ MORE