Izvorni znanstveni članak
https://doi.org/10.46672/zsl.8.9.8
Sustainable development and fast fashion of generation Y
Ana Markuz
orcid.org/0000-0001-8839-5585
; Ministarstvo regionalnoga razvoja i fondova Europske unije, Zagreb, Hrvatska
Doroteja Ban
Radmila Pavličić
; Libertas međunarodno sveučilište, Zagreb, Hrvatska
Sažetak
The aim of this study is to explore the phenomena and processes that have led to „fast fashion,” negatively impacting the environment and people. The theoretical part of the paper
explains the concepts of „fast fashion” and Generation Y. The following research questions
are posed: Can the trend of fast fashion growth be slowed down in the foreseeable future,
and will Generation Y transform fashion into sustainability? The research involved 200
respondents born between 1977 and 1996, belonging to Generation Y, and was conducted
between March 3 and March 17, 2022, using an online questionnaire. The following
hypotheses were formulated: „Generation Y is aware of the sustainability of fashion” and
„Generation Y will not make fashion sustainable”. After statistical data processing and
testing for the normality of response distributions to survey questions using the chi-square
test, conclusions were drawn regarding the validity of the hypotheses. The first hypothesis
was confirmed, and the second one was refuted. In addition to the concluding reflections,
the paper presents research limitations and practical implications of the research results.
Ključne riječi
fast fashion; Generation Y; sustainable fashion; sustainable development
Hrčak ID:
312480
URI
Datum izdavanja:
28.12.2023.
Posjeta: 290 *