Establishing a Sustainable Fashion Consumption Community in China Based on SBMD, Grounded Theory, and AHP

This study aims to explore how to effectively motivate Chinese Generation Z consumers to participate in sustainable fashion consumption in the long term. Interviews are conducted and data are collected through the Sustainable Business Model Design (SBMD) framework; then, using Grounded Theory to analyze the consumption needs and behavioral motivations of Generation Z consumers, and adopting the Analytic Hierarchy Process (AHP) to calculate the weights of each user need. Based on Grounded Theory and AHP analysis findings, construct an innovative sustainable consumption community model to effectively promote the practice of green consumption behavior among Generation Z consumers.