Design for change : Generation Y consumers' perception of sustainability in the fast fashion industry

Sammanfattning: Research Questions: “What knowledge do Generation Y consumers’ have about sustainability in the fast fashion industry?” and “How do the factors of the attitude-behavior gap influence the Generation Y consumers in their decision making for fast fashion clothes?”       Problem Formulation: Sustainability as a topic has regained great attention over the last couple of years. Generation Y consumers’ demand for more sustainable actions, especially in fast fashion, puts increasing pressure on the industry. As the biggest consumer cohort, it is important for fast fashion companies to meet their needs and demands for more sustainable actions to stay competitive. Purpose: The purpose of this thesis is to explore the perception of sustainability of Generation Y consumers’ in the fast fashion industry by looking at eight factors that influence the attitude-behavior gap, namely Price Sensitivity, Ethical Obligation, Lack of Information, Subjective Norm, Quality, Inertia, Cynicism and Guilt. Additionally, the previous knowledge about sustainability in the fast fashion industry of this generation will be investigated by using the triple-bottom line approach of economic, environmental and social aspects. Methodology: This thesis utilized a qualitative methodology by conducting semi-structured interviews. The research consists of 6 participants from the Generation Y. The interviews were performed personally face-to-face. Findings/Conclusions: The findings indicate that the factors of the attitude-behavior gap still influence Generation Y consumers’ in their purchase decisions for fast fashion brands. They are more hesitant to invest in acquiring clothes from fast fashion retailers, as they see them as violating to the society and the environment. Therefore, Generation Y consumers would rather purchase sustainable clothes from sustainable companies that are behaving and producing their clothes in a right, sustainable and ethical way. Hence, their attitude indicates to be similar to their potential purchasing behavior. Furthermore, Generation Y consumers’ hold a broad, detailed knowledge about sustainability of all three parts of the triple bottom line.