ABSTRACT

Generation Y’s consumers are believed to be aware of the different environmental problems affecting the society. However, their attitudes/intentions do not actually translate into action, particularly in the fashion domain. The present study investigates which combinations of consumption values can better explain the presence, or absence, of socially-responsible consumer behavior among Generation Y’s fast-fashion consumers. The results of the fuzzy-set qualitative comparative analysis show that it does not depend on single consumption values, rather it is the result of different combinations of them. The findings provide guidance for policy-makers as well as manufacturers and retailers in the fashion industry.

摘要

Y世代的消费者被认为已经意识到影响社会的不同环境问题。然而，他们的态度/意图并没有真正转化为行动，尤其是在时尚领域。本研究调查了哪些消费价值组合可以更好地解释 Y 一代快时尚消费者中社会责任消费者行为的存在或缺失。模糊集定性比较分析结果表明，它不依赖于单一的消费值，而是它们不同组合的结果。这些发现为时尚行业的政策制定者以及制造商和零售商提供了指导。