We’re all in this together!
: examining the effect of peer pressure on eco-fashion consumption between Generation Z and Generation Y

  • Nanxi Wang (Student)

Student thesis: Master's Thesis

Abstract

While Generation Y has already given up the stage to a new consumer hype, Generation Z, both consumer groups remain the most avid fashion fans today. In the light of fashion consumption, it is essential to understand some of the consumption behavior motivations of these similar, yet distinct consumer groups. The present dissertation aims to examine the role of peer pressure as positive drive to purchase eco-fashion that is promoted in social media channels like Instagram and Facebook. Based on the academic literature review in marketing and sustainability, an experimental study design was performed to test for the moderating effects of eco-fashion and social media on the relationship between peer pressure and purchase intentions, for both Generation Z and Generation Y. Results suggest that peer pressure highly affects Generation Y, especially when eco-fashion purchasing intentions are concerned. Yet, peer pressure has a greater impact on Generation Z fashion consumption decisions when reached out via Instagram (Facebook). Findings also indicate that peer pressure provides a relevant role both as causal (independent) variable and as a mediator between generation type and purchase intentions. This mediation effect is further strengthened when including social media channel as a moderator, resulting in a partial moderated-mediation relationship.
Date of Award20 Jul 2017
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorVera Herédia Colaço (Supervisor)

Designation

  • Mestrado em Gestão e Administração de Empresas

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