Vrzel med stališči in nakupnimi namerami pri trajnostni modi generacije z: vpliv družbenih omrežij, zaznane vrednosti in zaupanja

Tisaj, Gaja

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Title:	Vrzel med stališči in nakupnimi namerami pri trajnostni modi generacije z: vpliv družbenih omrežij, zaznane vrednosti in zaupanja
Authors:	ID Tisaj, Gaja (Author) ID Pisnik, Aleksandra (Mentor) More about this mentor...
Files:	UN_Tisaj_Gaja_2026.pdf (2,20 MB) MD5: 591F520D06149A92555DE13CCB5895C7
Language:	Slovenian
Work type:	Bachelor thesis/paper
Typology:	2.11 - Undergraduate Thesis
Organization:	EPF - Faculty of Business and Economics
Abstract:	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.
Keywords:	Trajnostna moda, generacija Z, nakupne namere, zaznana vrednost, družbena omrežja, zaupanje.
Place of publishing:	Maribor
Publisher:	G. Tisaj]
Year of publishing:	2026
PID:	20.500.12556/DKUM-98439
UDC:	366.1:391
COBISS.SI-ID:	288802819
Publication date in DKUM:	25.08.2026
Views:	129
Downloads:	19
Metadata:
Categories:	EPF
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Licences

License:	CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International

Link:	http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:	The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.
Licensing start date:	12.06.2026

Secondary language

Language:	English
Title:	The gap between attitudes and purchase intentions in sustainable fashion among generation z: the role of social media, perceived values and trust
Abstract:	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.
Keywords:	Sustainable fashion, Generation Z, purchase intentions, perceived value, social media, trust.

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