Emotional fashion: an exercise in understanding what values drive youth generations’ consumer behaviors

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dc.contributor.authorMatheny, Rebekah
dc.contributor.authorLau, Tiffany
dc.date.accessioned2022-09-09T09:22:19Z
dc.date.available2022-09-09T09:22:19Z
dc.date.issued2021
dc.description.abstractWith social media and online shopping, brands have more opportunities than ever to emotionally connect and educate their customers. Brands are able to be more transparent about their sustainable mission and the lifecycle of their garments through these platforms. In turn, this provides customers transparent access to companies with shared values. As the Gen Z market continues to grow, the garment industry needs to address the disconnect between the sustainable values of Millennials, the deepening values of Gen Z, and that of their brands’ sustainable message. This paper presents an exercise in understanding why emotional connections to our clothing are created. The objective of this exploration was twofold: to understand how empathetic ties are formed, which could aid in designing more emotionally connective sustainable fashion, and raise awareness in the participants regarding their consumer behavior and its environmental impact. This paper presents a three-part study of Millennials and Gen Z. A balance of quantitative and qualitative questions provided for comparative analysis and individual expression. By understanding their philosophical relationship with clothing, business models can be designed to promote meaningful and empathetic ties between people and their clothing. As a secondary objective, these questions encouraged behavioral selfreflection but shows the potential of utilizing this study format as a creative tool.en
dc.identifier.isbn978-3-7983-3125-9
dc.identifier.urihttps://depositonce.tu-berlin.de/handle/11303/17397
dc.identifier.urihttp://dx.doi.org/10.14279/depositonce-16178
dc.language.isoenen
dc.relation.ispartof10.14279/depositonce-9253
dc.rights.urihttps://creativecommons.org/licenses/by/4.0/en
dc.subject.ddc500 Naturwissenschaften und Mathematiken
dc.subject.ddc600 Technik, Technologieen
dc.subject.ddc300 Sozialwissenschaftenen
dc.subject.otherslow fashionen
dc.subject.othersustainable fashionen
dc.subject.othermillennials and GenZen
dc.subject.otherconsumer behaviorsen
dc.subject.otherproduct lifecyclesen
dc.titleEmotional fashion: an exercise in understanding what values drive youth generations’ consumer behaviorsen
dc.typeConference Objecten
dc.type.versionpublishedVersionen
dcterms.bibliographicCitation.editorNissen, Nils F.
dcterms.bibliographicCitation.editorJaeger-Erben, Melanie
dcterms.bibliographicCitation.originalpublishernameUniversitätsverlag der TU Berlinen
dcterms.bibliographicCitation.originalpublisherplaceBerlinen
dcterms.bibliographicCitation.pageend547
dcterms.bibliographicCitation.pagestart541
dcterms.bibliographicCitation.proceedingstitlePLATE – Product lifetimes and the environment : 3rd PLATE Conference, September 18–20, 2019 Berlin, Germany
tub.accessrights.dnbfreeen
tub.affiliationFak. 4 Elektrotechnik und Informatik::Inst. Hochfrequenz- und Halbleiter-Systemtechnologien::FG Transdisziplinäre Nachhaltigkeitsforschung in der Elektronik
tub.affiliation.facultyFak. 4 Elektrotechnik und Informatik
tub.affiliation.groupFG Transdisziplinäre Nachhaltigkeitsforschung in der Elektronik
tub.affiliation.instituteInst. Hochfrequenz- und Halbleiter-Systemtechnologien
tub.publisher.universityorinstitutionUniversitätsverlag der TU Berlinen

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