Motívy a bariéry nákupu udržateľnej módy generácie Z

The presented paper is focused on motives and barriers of sustainable fashion. The aim of the paper is to present the results of the research focused on the identification of main motives and barriers in making a sustainable fashion generation Z. The current generation of young people is growing up in an era that is strongly influenced by climate change and sustainability. Generation Z is known for being the most environmentally conscious generation yet. They are more likely than previous generations to care about sustainability and to take action to reduce their environmental impact. The first part of the paper is focused on the theoretical definition of sustainable fashion by using secondary data. This theoretical background is defined according to the content analysis of domestic and foreign literature. Following the goal of the paper next part presents the results of the empirical research based. The primary data were obtained by means of a questionnaire. The research results confirm that the most important factor in making a sustainable fashion purchase is product quality and main barrier of sustainable fashion is price of the product.