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An Investigation into the levels of engagement of Gen Z in the Collaborative Clothing Consumption Industry

Roche, Ciana (2021) An Investigation into the levels of engagement of Gen Z in the Collaborative Clothing Consumption Industry. Masters thesis, Dublin, National College of Ireland.

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Abstract

The fast fashion industry has fuelled a culture of overconsumption and waste and as a result has had detrimental effects on the environment. Collaborative clothing consumption is a viable alternative to the traditional paradigm of ownership-based fashion consumption, and it has the potential to decrease the environmental consequences of fashion by extending the life of clothing through clothing rental, swapping, or reselling. The focus of this research is to investigate the current engagement levels of Gen Z in the collaborative clothing consumption industry. It also examines the barriers and motivations that effect participation in collaborative apparel consumption, as well as measure the effects of personality traits on collaborative clothing consumption participation. This study employed a quantitative research method, surveying 158 participants. In comparison to the Millennial demographic, the results of this study show much higher rates of participation in the industry. Lack of reliability and hygiene concerns were found to main barriers that stopped Gen Z consumers engaging in the collaborative clothing consumption industry. Environmental concerns and better value for money for were identified as the key motivators for consumers to participate in the industry. The study also found positive correlations between the personality types of fashion leadership and need uniqueness and engagement in the collaborative consumption industry.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry
Divisions: School of Business > Master of Science in International Business
Depositing User: Clara Chan
Date Deposited: 04 Mar 2022 16:37
Last Modified: 04 Mar 2022 16:37
URI: http://norma.ncirl.ie/id/eprint/5536

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