Understanding Gen Z and Millennial Consumers’ Construction of Narratives and Imageries for the Eco-Conscious Collaborative Consumption Movement in the Fashion Marketplace: A Mixed-Method Study

As the “second skin” (Horn, 1981) for many of us, clothing has become an indispensable part of our everyday life. The growing awareness and interest in sustainable clothing allow us to examine the correlation between sustainable consumer culture and the recent “eco-conscious” cultural movements. The proposed three-component mixed-method will give us the opportunity to understand how Gen Z and Millennial consumers construct narratives and imageries about collaborative clothing consumption. The findings will help us identify ways to redefine and promote “sustainability literacy” among these consumer segments. The proposed research will shed light on consumers’ attitudes and perceptions of collaborative clothing consumption models. The mixed-methods analysis also offers to opportunity to develop a novel methodological approach to unstructured consumer narratives in the context of eco-conscious consumption. Finally, the proposed study will set a foundation for future research on collaborative consumption.

Faculty Supervisor:

Eric Li;Amir Ardestani-Jaafari

Student:

Partner:

Lululemon

Discipline:

Business

Sector:

Manufacturing; Retail trade

University:

The University of British Columbia - Okanagan

Program: