From Intentions to Actions : Nudging Generation Z towards Sustainable Fashion Choices through Service Design
Prits, Eleonora (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023112832466
https://urn.fi/URN:NBN:fi:amk-2023112832466
Tiivistelmä
Commissioned by VISU project, this thesis focuses on developing practical recommendations for promoting sustainable fashion practices among Generation Z.
The goal of the work is to assist fashion brands, educators, and policy makers in shaping sustainable choices among this demographic. This is done by integrating service design and behavioral economics theories that helps to develop nudging activities. The primary beneficiaries of this research are stakeholders seeking practical ideas regarding how to nudge young consumers to behave more sustainably.
The design objective is to summarize the findings of the study and create practical recommendations. The theoretical framework of the study includes concepts of sustainable fashion, Generation’s Z consumer behavior, Theory of Planned Behavior, Nudge Theory, and service design methodologies such as the Double Diamond process.
Thematic in-depth interviews and observation were used to collect data and thematic analysis was applied for data analysis. Service design methods including empathy workshops and customization worshop were used to implement the project. The main results show that engaging Generation Z in sustainable fashion activities empowers them, innovative nudges are favored, and co-creation fosters their sense of community. The analysis shows the effectiveness of experiential learning and design thinking in promoting sustainable choices.
The thesis concludes by recommending empowerment through participation, favoring engaging methods, and building community through co-creation, experiential learning, and tangible solutions such as nudging. These recommendations are intended to assist stakeholders in promoting sustainable fashion among Generation Z.
The goal of the work is to assist fashion brands, educators, and policy makers in shaping sustainable choices among this demographic. This is done by integrating service design and behavioral economics theories that helps to develop nudging activities. The primary beneficiaries of this research are stakeholders seeking practical ideas regarding how to nudge young consumers to behave more sustainably.
The design objective is to summarize the findings of the study and create practical recommendations. The theoretical framework of the study includes concepts of sustainable fashion, Generation’s Z consumer behavior, Theory of Planned Behavior, Nudge Theory, and service design methodologies such as the Double Diamond process.
Thematic in-depth interviews and observation were used to collect data and thematic analysis was applied for data analysis. Service design methods including empathy workshops and customization worshop were used to implement the project. The main results show that engaging Generation Z in sustainable fashion activities empowers them, innovative nudges are favored, and co-creation fosters their sense of community. The analysis shows the effectiveness of experiential learning and design thinking in promoting sustainable choices.
The thesis concludes by recommending empowerment through participation, favoring engaging methods, and building community through co-creation, experiential learning, and tangible solutions such as nudging. These recommendations are intended to assist stakeholders in promoting sustainable fashion among Generation Z.