Awareness of sustainability, climate emergency, and generation Z's consumer behaviour in UAE

Bibliographic Data

ID22355420
AuthorsSuja Pradeep (0000-0002-0788-8052, Al Khawarizmi International College, corresponding author), Meenakshy Pradeep (University of the Arts London)
Year2023
Volume11
Pages100137
Publication date2023-12-01
Open AccessYes
TypeARTICLE
VenueCleaner and Responsible Consumption (JOURNAL)
Journal identifiersISSN: 2666-7843
PublisherElsevier BV (PUBLISHER)
DOI10.1016/j.clrc.2023.100137
OpenAlexW4387007025
LanguageEN
Citations received6
References cited32

This research investigates the attitudes and behaviors of Generation Z university students in the UAE towards sustainable fashion using a local college in Abu Dhabi as the study population. The literature review highlights a potential gap between the sustainability claims of Generation Z and their actual pro-environmental behavior. The research aims to explore this gap by connecting the study to a Middle Eastern high-street fashion brand. The study uses components of Ajzen's Theory of Planned Behavior and Stern's Value Based Norm Theory to design the research. The research gap is addressed using both qualitative and quantitative primary research methods. The survey data are analysed using SPSS, with statistical analysis techniques such as correlation, cross-tabulation, frequency tables, and pivot tables. Thematic analysis is used to analyse the qualitative interview data. The findings suggest that the primary reasons for choosing the brand are modesty, price, and fashion, rather than its sustainability appeal

Advertising · Appeal · Business · Political science · Population · Qualitative research · Social science · Sociology · Sustainability · Thematic analysis · Consumer Behavior in Brand Consumption and Identification · Environmental Education and Sustainability · Environmental Sustainability in Business · Psychology · Marketing

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