| Abstract [eng] |
The increasing popularity of sustainable fashion has led to a need for measuring the factors that influence different generations' purchasing and repurchasing intentions. To address this need, a quantitative study was conducted to examine the factors that influence the purchase and repurchase intentions of different generations for sustainable apparel from second-hand stores in Lithuania and how these factors vary across different age groups. The study aimed to answer what are the key factors that could influence the purchase and repurchase intentions of different generations for sustainable apparel and how do these factors vary across different generations. Studying the purchasing habits of different generations is crucial in understanding how sustainable fashion can be promoted and marketed. It is important to analyse and focus on second-hand clothing as it is considered a sustainable option that prolongs the lifespan of clothing items. Furthermore, the differences in generational attitudes towards sustainable fashion can be influenced by the location of the study. Thus, analysing location-specific generations becomes important as people hold different views based on their surrounding culture and environment. Therefore, analysing and understanding these differences can aid fashion retailers in creating effective marketing strategies, sales plans, and product development efforts that cater to the preferences of different generations and result in increased sales of sustainable clothing. |
