Original scientific paper
https://doi.org/10.1080/1331677X.2024.2341222
Generation Z fashion shopping behaviour during and after the COVID-19 pandemic: the effect of sustainable consumption
Petr Šimek
Tomáš Sadílek
Abstract
COVID-19 made significant changes in the fashion retail markets
in European countries because stores were closed due to government
restrictions. The study aims to examine the fashion shopping
behaviour of Generation Z consumers before and during the
first wave of COVID-19 and its influence on the future development
of fashion shopping behaviour. Based on the literature
review and knowledge gap identified, the authors developed
hypotheses to examine the relationship between Fashion & Style
(FAS), Sustainability (SUS), and Circular Fashion Economy (CFE)
and their impact on shopping behaviour after the first wave of
the COVID-19 pandemic. The authors analysed the results of the
measurement model (n¼589) and the direct and indirect mediating
effect of the latent variables on the shopping frequency
before (BEFORE) the pandemic and on the shopping frequency
during the pandemic (DURING) and after the pandemic (AFTER).
The results of the measurement model show that significant relationships
exist in the proposed model, namely, the relationship
between IS and SFB, FAS and SFD, SUS and SFD, SUS and CHA,
FC and CHA, and SFD and CHA. Furthermore, the selected demographic
variables acted as a mediator for the measurement
model.
Keywords
Generation Z; shopping; fashion; sustainability; circular economy; covid-19
Hrčak ID:
321748
URI
Publication date:
18.4.2024.
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