Analysis of the key drivers and sustainability impact on sneaker purchase decisions among Italian Gen Z

• Autor(a) principal: Allodi, Pier Mario
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/43231
• topic: Consumer decisions; Sneakers; Fashion industry; Italian Gen Z; Consumer behavior; Perception of sustainability; Price; Brand; Sustainable innovation; Decisões do consumidor; Tênis; Indústria da moda; Geração Z italiana; Comportamento do consumidor; Perceção de sustentabilidade; Preço; Marca; Inovação sustentável; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The master thesis explores the most relevant factors that drive consumer decisions when it is to buy new sneakers. The research problem aims to identify these factors to provide insights on a potential new model far from the current unsustainable practices of the fashion industry today. The literature review covers five main areas: the current situation of the fashion industry, the impact of the sneakers industry and the sustainable innovation in the sneaker market, an overview of the Italian Gen Z, the consumer behavior in regard to sneakers. Subsequently, it focuses on the perception of sustainability within the sneakers industry and the reasons behind it. The study uses a qualitative and quantitative approach, with data collected through interviews with Gen Z consumers and an online survey. The findings highlight the importance of price, brand and aesthetics for Gen Z consumers, who are starting also to assess eco-friendly practices. The study suggests that sustainable innovation might be crucial for the sneaker market to address the sustainability challenges of the fashion industry and meet the demands of Gen Z consumers, even if it is far from reaching its full potential.