Zájem o udržitelnost vs. reálné spotřební chování generace Z při nákupu oděvu
| Název práce v češtině: | Zájem o udržitelnost vs. reálné spotřební chování generace Z při nákupu oděvu |
|---|---|
| Název v anglickém jazyce: | Interest in Sustainability vs. Actual Consumption Behavior of Generation Z When Purchasing Clothing |
| Klíčová slova: | rychlá móda, udržitelnost, generace Z, Shein, nákupní chování, kvalitativní výzkum |
| Klíčová slova anglicky: | fast fashion, sustainability, generation Z, Shein, shopping behavior, qualitative research |
| Akademický rok vypsání: | 2023/2024 |
| Typ práce: | bakalářská práce |
| Jazyk práce: | čeština |
| Ústav: | Katedra mediálních studií (23-KMS) |
| Vedoucí / školitel: | doc. PhDr. Denisa Hejlová, Ph.D. |
| Řešitel: | skrytý - zadáno vedoucím/školitelem |
| Datum přihlášení: | 03.04.2024 |
| Datum zadání: | 03.04.2024 |
| Datum a čas obhajoby: | 19.06.2025 09:00 |
| Místo konání obhajoby: | Hollar, H110, Hollar - místn. č. 110 |
| Datum odevzdání elektronické podoby: | 25.04.2025 |
| Datum proběhlé obhajoby: | 19.06.2025 |
| Oponenti: | Mgr. Lucie Flemrová |
| Seznam odborné literatury |
| ABBATE, Stefano; CENTOBELLI, Piera; CERCHIONE, Roberto; NADEEM,
Simon Peter a RICCIO, Emanuela. 2023. Sustainability trends and gaps in the textile, apparel and fashion industries. Online. Environment, Development and Sustainability. č. 26, s. 2837–2864. Dostupné z: https://doi.org/10.1007/ s10668-022-02887-2. BANWARI, Harini. 2021. A Study of Various Factors that have contributed to the Alarming Surge in the Need for Instant Gratification in Generation-Z. Online. International Journal of Indian Psychology. roč. 9, č. 3. Dostupné z: https://ijip.in/articles/ a-study-of-various-factors-that-have-contributed-to-the-alarming-surge-in-the-need-for- instant-gratification-in-generation-z/. BICK, Rachel; HALSEY, Erika a EKENGA, Christine C. 2018. The global environmental injustice of fast fashion. Online. Environmental Health. roč. 72, article 92. Dostupné z: https://doi.org/10.1186/s12940-018-0433-7. BRAUN, Virginia a CLARKE, Victoria. 2012. Thematic analysis. American Psychological Association, 2012. ISBN 9781473953246. BREWER, Mark K. 2019. Slow Fashion in a Fast Fashion World: Promoting Sustainability and Responsibility. Online. Laws. roč. 8, č. 4, s. 24. Dostupné z: https://doi.org/10.3390/laws8040024. CALVO-PORRAL, Cristina; OROSA-GONZÁLEZ, Javier a VIEJO-FERNÁNDEZ Nuria. 2024. Second-hand online stores: an examination of consumers’ purchase behaviour. Online. The International Review of Retail, Distribution and Consumer Research. roč. 34, č. 4, s. 489-512. Dostupné z: https://doi.org/10.1080/09593969.2023.2301582. DELOITTE. 2024. Mladí Češi mají méně obav a úzkostí ze změn klimatu oproti Gen Z a mileniálům ve světě. Online. Deloitte. Dostupné také z: https://www.deloitte.com/cz-sk/cs/ about/press-room/mladi-cesi-maji-mene-obav-a-uzkosti-ze-zmen-klimatu-oproti-gen-z-a- milenialum-ve-svete.html DOSHI, Siddhali; SIROHI, Mehak; RAO, Kimaya a MISHRA, Aashi. 2024. Gen-Z’s engagement with micro-cores: Exploring aesthetics and identity in contemporary times. Online. Fashion Style & Popular Culture. Dostupné z: https://doi.org/10.1386/ fspc_00280_1. EVANS, Nathalie; JEFFREY, Michael a CRAIG, Susan. 2020. Costing for the Fashion Industry. 2nd Edition. Bloomsbury Visual Arts. ISBN 978-1350078895. FELDSTEIN, Stephanie. 2024. How Fast Fashion Changed the World (21st Century Skills Library: Planet Human). Cherry Lake Pub. ISBN 978-1668939079. FLETCHER, Kate. 2010. Slow Fashion: An Invitation for Systems Change. Online. Fashion Practice. Roč. 2, č. 2, s. 259-265. Dostupné z: https://doi.org/ 10.2752/175693810X12774625387594. FINJAN, Dina. 2024. The Role of Social Media-Led Environmental Activism: An Exploration of Environmental Activism Targeting Fast Fashion on TikTok. Online, Thesis. Ottawa: University of Ottawa. FRANCIS, Tracy a HOEFEL, Fernanda. 2018. ’True Gen’: Generation Z and its implications for companies. Online. McKinsey&Company. Dostupné také z: https:// www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen- generation-z-and-its-implications-for-companies. FOGG, Marnie. 2015. Móda - Úžasný příbeh fenoménu. Slovart. ISBN 978-80-7391-224-6. FRAHM, Lea Becker; BOKS, Casper a LAURSEN, Linda Nhu. 2025. It’s Intertwined! Barriers and Motivations for Second-hand Product Consumption. Online. Circular Economy and Sustainability. č. 5, s. 653–674. Dostupné z: https://doi.org/10.1007/ s43615-024-00441-y. FREESTONE, Primrose. 2024. Secondhand clothes can be swimming in germs – what vintage shoppers need to know. Online. The Conversation. Dostupné také z: https:// theconversation.com/secondhand-clothes-can-be-swimming-in-germs-what-vintage- shoppers-need-to-know-242510. GUO, Yirui; GU, Yueke a YU, Xiaoting. 2024. A Review on Research of Impulse Purchase’s Influencing Factors in Generation Z. Online. Advances in Economics Management and Political Sciences. č. 83, s. 180-186. Dostupné z: https://doi.org/ 10.54254/2754-1169/83/20240741. HARMON-JONES, Eddie a MILLS, Judson. 2019. An introduction to cognitive dissonance theory and an overview of current perspectives on the theory. Online. In: Cognitive dissonance: Reexamining a pivotal theory in psychology. Dostupné z: https:// doi.org/10.1037/0000135-001. HEJLOVÁ, Denisa; ARIESTYA, Angga; KOUDELKOVÁ, Petra a SCHNEIDEROVÁ, Soňa. Strategic silence in corporate communication concerning deadstock and overstock in the fashion industry. Online. Corporate Communications: An International Journal. Roč. 30, č. 2, s. 294-312. ISSN 1356-3289. Dostupné z: https://doi.org/10.1108/ CCIJ-12-2023-0183. HENDL, Jan. 2012. Kvalitativní výzkum: základní teorie, metody a aplikace. 3. vyd. Praha: Portál. ISBN 978-80-262-0219-6. HUR, Eunsuk a CASSIDY, Tom. 2019. Perceptions and attitudes towards sustainable fashion design: challenges and opportunities for implementing sustainability in fashion. Online. roč. 2, č. 12, s. 208-217. Dostupné z: https://doi.org/ 10.1080/17543266.2019.1572789. HUR, Eunsuk. 2020. Rebirth fashion: Secondhand clothing consumption values and perceived risks. Online. Journal of Cleaner Production. č. 273, article 122951. ISSN 0959-6526,. Dostupné z: https://doi.org/10.1016/j.jclepro.2020.122951. CHAPPELL, Bill. 2025. China no longer has a de minimis trade exemption. What is it? Online. NPR. Dostupné z: https://www.npr.org/2025/02/05/g-s1-46670/de-minimis-trade- china-temu-shein-trump. CHETIOUI, Youssef a BOUZIDI, Laila El. 2023. An investigation of the nexus between online impulsive buying and cognitive dissonance among Gen Z shoppers: Are female shoppers different? Online. Young Consumers. Roč. 24, č. 4. ISSN 1747-3616. Dostupné z: https://doi.org/10.1108/YC-06-2022-1548. JACOBS, Brian W. a SINGHAL, Vinod R. 2017. The effect of the Rana Plaza disaster on shareholder wealth of retailers: Implications for sourcing strategies and supply chain governance. Online. Journal of Operations Management. č. 1, s. 49-51. Dostupné z: https://doi.org/10.1016/j.jom.2017.01.002. JONG, Menno D T De; HARKINK, Karen M a BARTH, Susanne. 2017. Making Green Stuff? Effects of Corporate Greenwashing on Consumers. Online. Journal of Business and Technical Communication. roč. 32, č. 1, s. 77-112. Dostupné z: https://doi.org/ 10.1177/1050651917729863. KEEVER, Maria Mc; O'ROURKE, Vicky a DIFFLEY, Sarah. 2021. Generation Z an exploration of their unique values driving brand affinity. Online. Proceedings of the Irish Academy of Management Conference. KLUG, Daniel; QIN, Yiluo; EVANS, Morgan a KAUFMAN, Geoff. 2021. Trick and Please. A Mixed-Method Study On User Assumptions About the TikTok Algorithm. Online. WebSci '21: 13th ACM Web Science Conference. roč. 13, s. 84-92. Dostupné z: https://doi.org/10.1145/3447535.3462512. KOZINETS, Robert V. 2002. The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities. Online. Journal of Marketing Research. roč. 39, č. 1, s. 61-72. Dostupné z: https://doi.org/10.1509/jmkr.39.1.61.18935. KOZLOWSKI, Anika; BARDECKI, Michal a SEARCY, Cory. 2012. Environmental impacts in the fashion industry: a life-cycle and stakeholder framework. Online. The Journal of Corporate Citizenship. č. 45, s. 17-36. Dostupné z: https://www.jstor.org/stable/jcorpciti.45.17. LI, Mingzhi; CHOE, Young-Hwa a GU, Chao. 2024. How perceived sustainability influences consumers’ clothing preferences. Online. Scientific Reports. č. 14, article 28672. Dostupné z: https://doi.org/10.1038/s41598-024-80279-4. LI, Runnan. 2024. The Impact of Social Media Influencers on Gen Z's Online Purchase Decisions. Online. Advances in Economics Management and Political Sciences. Roč. 150, č. 1, s. 178-185. Dostupné z: https://doi.org/10.54254/2754-1169/2024.19299. LIN, Chen. 2022. Exclusive: Chinese fashion firm Shein on Singapore hiring spree as it shifts key assets there. Online. Reuters. Dostupné z: https://www.reuters.com/markets/us/ exclusive-chinese-fashion-firm-shein-singapore-hiring-spree-it-shifts-key- assets-2022-02-16/. NETTO, Sebastião Vieira de Freitas; SOBRAL, Marcos Felipe Falcão; RIBEIRO, Ana Regina Bezerra a SOARES, Gleibson Robert da Luz. 2020. Concepts and forms of greenwashing: a systematic review. Online. Environmental Sciences Europe volume. č. 32, article 19. Dostupné z: https://doi.org/10.1186/s12302-020-0300-3. NEUMANN, Hannah L.; MARTINEZ, Luisa M. a MARTINEZ, Luis F. 2021. Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention. Online. Sustainability Accounting, Management and Policy Journal. roč. 12, č. 3, s. 571-590. ISSN 2040-8021. Dostupné z: https://doi.org/10.1108/ SAMPJ-11-2019-0405. Not That Green After All: Challenging the Notion of Gen Z as a Sustainable Generation. Online. 2024. Opeepl. Dostupné také z: https://www.opeepl.com/blog/challenging-the- notion-of-gen-z-as-a-sustainable-generation?. PURVIS, Ben; MAO, Yong a ROBINSON, Darren. 2019. Three pillars of sustainability: in search of conceptual origins. Online. Sustainability Science. č. 14, s. 681–695. Dostupné z: https://doi.org/10.1007/s11625-018-0627-5. RADEV, Radoslav. 2023. Problems, Consumption and Sustainability of Fast Fashion Industry. Online. ECONOMIC SCIENCES SERIES. roč. 12, č. 1, s. 198-206. Dostupné z: https://doi.org/10.56065/IJUSV-ESS/2023.12.1.198. RAJAN, Gnaneshwar. 2025. Shein’s annual profit down by more than a third, FT reports. Online. Reuters. Dostupné z: https://www.reuters.com/business/retail-consumer/sheins- profits-drop-by-more-than-third-2024-ft-reports-2025-02-23/ REVINA, Angelia a ROCHIMAH, Haris Annisari Indah Nur. 2024. Analysis of Generation Z Communication Identity in Novo Club Online Community Members. Online. Jurnal Indonesia Sosial Teknologi. roč. 5, č. 8. ISSN 2745-5254. 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Dostupné také z: https:// www.sheingroup.com/our-impact/. Squaring the Circle: Policies from Europe’s Circular Economy Transition. 2022. The World Bank. Dostupné z: https://openknowledge.worldbank.org/handle/10986/37334. STRAUSS, Anselm L. a CORBIN, Juliet. 1999. Základy kvalitativního výzkumu: Postupy a techniky metody zakotvené teorie. Boskovice: Sdružení Podané ruce. ISBN 9788085834604. Shein ‘steps up plan for London IPO’ amid US listing hurdles. 2024. Online. The Guardian. Dostupné z: https://www.theguardian.com/business/article/2024/may/10/shein- steps-up-plan-for-london-ipo-amid-us-listing-hurdles. TAYLOR, Madeline; WHITE, Katherine M.; CAUGHEY, Lucy; NUTTER, Amy a PRIMUS, Amelia. 2023. Unique and Cheap or Damaged and Dirty? Young Women’s Attitudes and Image Perceptions about Purchasing Secondhand Clothing. Online. Sustainability. roč. 15, č. 23, article 16470. Dostupné také z: https://doi.org/10.3390/ su152316470. THOMAS, Dana. 2019. Fashionopolis: The Price of Fast Fashion and the Future of Clothes. Head of Zeus. ISBN 978-0735224018. TÖRŐCSIK, Mária; SZŰCS, Krisztián a KEHL, Dániel. 2014. How Generations Think: Research on Generation Z. Online. Acta Universitatis Sapientiae. č. 1, s. 23–45. Dostupné také z: https://grupespsichoterapija.lt/wp-content/uploads/2017/09/comm1-3.pdf. TURUNEN, Linda Lisa Maria a GOSSEN, Maike. 2024.From Preloved to Reloved: How Second-Hand Clothing Companies Facilitate the Transaction of Used Garments. Online. J Sustain Res. roč. 6, č. 1. Dostupné z: https://doi.org/https://doi.org/10.20900/jsr20240002. TYSON, Alec; KENNEDY, Brian a FUNK, Cary. 2021. Gen Z, Millennials Stand Out for Climate Change Activism, Social Media Engagement With Issue. Online. Pew Research Center. 2021. Dostupné také z: https://www.pewresearch.org/science/2021/05/26/gen-z- millennials-stand-out-for-climate-change-activism-social-media-engagement-with-issue/. UCHAŃSKA-BIENIUSIEWICZ, Anita a OBŁÓJ, Krzysztof. 2023. 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| Předběžná náplň práce |
| Bakalářská práce se zabývá rozporem mezi deklarovaným zájmem o udržitelnost a
reálným spotřebním chováním generace Z. V teoretické části se věnuje stručné historii módního průmyslu, vývoji rychlé a ultra rychlé módy a jejich udržitelným alternativám. Práce se zároveň zaměřuje na charakteristiku, hodnoty a psychologii nákupního chování generace Z. Cílem práce je identifikovat nákupní preference této generace, zjistit, jaký význam pro ně má udržitelnost a zda existuje rozpor mezi etickými postoji a skutečným nákupním chováním. Výzkum byl realizován prostřednictvím kvalitativního výzkumu: netnografického pozorování online nákupu a kvalitativní obsahové analýzy na sociální síti TikTok. Získaná data byla analyzována pomocí tematické analýzy a výsledky byly porovnány s existujícími studiemi. Na základě výsledků bylo zjištěno, že zástupci generace Z často přistupují k nákupům pragmaticky a jsou ovlivněni moderní digitální dobou. U většiny respondentů se však potvrdil rozpor mezi deklarovaným zájmem o udržitelnost a reálným spotřebním chováním. Následná doplňková obsahová analýza ukázala názorové tendence a argumenty, kterými si zástupci generace Z obhajují svůj nákup na platformě ultra rychlé módy Shein. |
| Předběžná náplň práce v anglickém jazyce |
| This bachelor thesis explores the discrepancy between the declared interest in
sustainability and actual consumption behaviour. In the theoretical part, it discusses a brief history of the fashion industry, the development of fast and ultra-fast fashion and their sustainable alternatives. It also focuses on the characteristics, values and psychology of Generation Z's purchasing behaviour. The aim of the thesis is to identify the purchasing preferences of this generation, to find out what sustainability means to them and whether there is a discrepancy between ethical attitudes and actual purchasing behaviour. The research was carried out through qualitative research: a netnographic observation of online shopping and a qualitative content analysis on the TikTok social network. The collected data was analysed using thematic analysis and the results were compared with existing studies. Based on the results, it was found that members of Generation Z often take a pragmatic approach to shopping and are influenced by the modern digital age. However, for the majority of respondents, the discrepancy between their declared interest in sustainability and their actual consumption behaviour was confirmed. Subsequent supplementary content analysis revealed the attitudes and buying arguments that Generation Z representatives use to justify their purchases on the ultra-fast fashion platform Shein. |