💨 Abstract

Generation Z, born between 1997 and 2013, seek sustainable products and are willing to pay more for brands with positive societal impact. However, they are also attracted to fast fashion brands like Shein due to affordability and social media trends. This cognitive dissonance arises from their emotional response to climate change, financial constraints, and the allure of trendy, affordable clothing.

Courtesy: theprint.in

Summarized by Einstein Beta 🤖