20.500.12556/DKUM-98439 Vrzel med stališči in nakupnimi namerami pri trajnostni modi generacije z: vpliv družbenih omrežij, zaznane vrednosti in zaupanja The gap between attitudes and purchase intentions in sustainable fashion among generation z: the role of social media, perceived values and trust Diplomsko delo obravnava vrzel med stališči in nakupnimi namerami pri trajnostni modi med pripadniki generacije Z. Trajnostna moda postaja vse pomembnejša zaradi okoljskih in družbenih posledic modne industrije, zlasti hitre mode, vendar pozitivna stališča potrošnikov do trajnosti ne pomenijo nujno tudi pripravljenosti za nakup trajnostnih oblačil. Pri generaciji Z je ta razkorak posebej zanimiv, saj gre za digitalno vpeto in trajnostnim vsebinam pogosto izpostavljeno generacijo. Rezultati raziskave kažejo, da imajo respondenti pozitivna stališča do trajnostne mode, vendar je njihova nakupna namera nekoliko nižja. Rezultati opisne statistike nakazujejo določeno vrzel med podporo trajnostni modi in pripravljenostjo za prihodnji nakup trajnostnih oblačil. Med analiziranimi dejavniki se je kot najpomembnejša pokazala zaznana vrednost trajnostnih oblačil. Potrošniki so bolj pripravljeni kupovati trajnostna oblačila, kadar jih zaznavajo kot kakovostna, uporabna, smiselna in vredna svoje cene. Družbena omrežja in zaupanje v trajnostne trditve podjetij imata pri oblikovanju nakupnih namer podporno vlogo, vendar nista bila tako izrazita kot zaznana vrednost. Ključna ugotovitev diplomskega dela je, da so pozitivna stališča do trajnostne mode sicer pomembno povezana z nakupnimi namerami, vendar se kot osrednji dejavnik oblikovanja močnejših nakupnih namer pokaže zaznana vrednost trajnostnih oblačil. Za zmanjševanje vrzeli med stališči in nakupnimi namerami je zato pomembno, da trajnostna oblačila za potrošnike predstavljajo jasno zaznano vrednost, ki vključuje kakovost, uporabnost, estetsko privlačnost in cenovno upravičenost. The diploma thesis examines the gap between attitudes and purchase intentions in sustainable fashion among Generation Z. Sustainable fashion is becoming increasingly important due to the environmental and social consequences of the fashion industry, particularly fast fashion. However, consumers’ positive attitudes toward sustainability do not necessarily lead to a stronger willingness to purchase sustainable clothing. This gap is especially relevant in the case of Generation Z, as this generation is strongly embedded in the digital environment and frequently exposed to sustainability-related content. The research results show that respondents hold positive attitudes toward sustainable fashion, but their purchase intention is somewhat lower. The descriptive results indicate a certain gap between support for sustainable fashion and willingness to purchase sustainable clothing in the future. Among the analysed factors, perceived value of sustainable clothing proved to be the most important. Consumers are more willing to purchase sustainable clothing when they perceive it as high-quality, useful, meaningful, and worth its price. Social media and trust in companies’ sustainability claims have a supporting role in shaping purchase intentions, but their influence was not as strong as perceived value. The key finding of the diploma thesis is that positive attitudes toward sustainable fashion are important, but they are not sufficient on their own to form stronger purchase intentions. In the analysed sample, the central role is played by the perceived value of sustainable clothing. To reduce the gap between attitudes and purchase intentions, it is therefore important that sustainable clothing represents clear perceived value for consumers, including quality, usefulness, aesthetic appeal, and price justification. Trajnostna moda generacija Z nakupne namere zaznana vrednost družbena omrežja zaupanje. Sustainable fashion Generation Z purchase intentions perceived value social media trust. true true false G. Tisaj] Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-06-12 08:24:53 2026-08-25 12:12:34 2026-08-26 03:09:50 0000-00-00 00:00:00 2026 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 366.1:391 288802819 UN_Tisaj_Gaja_2026.pdf UN_Tisaj_Gaja_2026.pdf 1 591F520D06149A92555DE13CCB5895C7 e7383f4267a1f80be2cfc8dde48e31c7d94a9d3ba8af38be09b2646e66632eeb 5b2a3aad-7ad6-11f1-8a43-00155d580e34 https://dk.um.si/Dokument.php?lang=slv&id=208079 Ekonomsko-poslovna fakulteta 0 0 0