The desire to know: Gen Z's transparency requirements in fashion e-commerce
- This study delves into Gen Z's demands for transparency in fashion. Through in-depth interviews with Gen Z consumers, key transparency themes are identified. The findings offer valuable managerial implications for brands seeking to engage with Gen Z and provide a deeper understanding of this generation’s attitude behavior gap regarding sustainability.
| Author of HS Reutlingen | Stroetmann, Helena; Weber, Tina; Marcus, Adam |
|---|---|
| DOI: | https://doi.org/10.15444/GFMC2024.03.01.04 |
| ISSN: | 2288-825X |
| Published in: | 2024 Global Fashion Management Conference at Milan, 11-14 July 2024, Milan, Italy, proceedings |
| Publisher: | Global Alliance of Marketing & Management Associations (GAMMA) |
| Place of publication: | Changwon, Korea |
| Document Type: | Conference proceeding |
| Language: | English |
| Publication year: | 2024 |
| Tag: | attitude-behaviour-gap; e-commerce; sustainability; transparency |
| Page Number: | 10 |
| First Page: | 169 |
| Last Page: | 178 |
| DDC classes: | 670 Industrielle und handwerkliche Fertigung |
| Open access?: | Nein |
| Licence (German): |  In Copyright - Urheberrechtlich geschützt |
