English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Most research into consumer behaviour and branding focuses on the reasons why people choose certain products and brands. Research related to anti-consumption emphasises the opposite: its aim is to explore reasons behind the rejection of different products, brands, or even consumption as such. Relevance of this issue is not negligible: knowing what consumers do not want (and why) is at least as important as knowing what they do want (and why). Survey results, related to the five categories of brand avoidance – experience avoidance, identity avoidance, moral avoidance, deficitvalue avoidance and advertising – provide the input for the methodology of multidimensional scaling, aiming to identify sets of variables which are commonly responsible for brand avoidance. The of the research lies in its scope including all five categories of brand avoidance, which have not been tested in this comprehensive way in the fast fashion apparel industry before. The use of multidimensional scaling for analysing the aspects of brand avoidance is also unique. Its main added value is to provide an explainable picture of variables which “stand together” in shaping brand avoidance behaviour related to fast fashion. In addition, the clustering of respondents sheds light on the dominant features of those variables, in case of the brand avoidance behaviour of Gen Z.  A fogyasztoi magatartassal es markazassal kapcsolatos kutatasok tobbsege a termek- es markavalasztas okainak feltarasara fokuszal. A fogyasztasellenes magatartasra iranyulo kutatasok ennek ellenkezőjet hangulyozzak; celjuk a termek, a marka, illetve maga a fogyasztas elutasitasanak hattereben huzodo okok azonositasa. A tema relevanciaja nem elhanyagolhato: legalabb annyira fontos tudni, mit es miert nem valasztanak a fogyasztok, mint azt, mely termekeket es markakat preferaljak. A kutatas a Z generacio markaelkerulesi magatartasat vizsgalja az irodalomban azonositott ot markaelkerulesi kategoria – a tapasztalati, az identitashoz kothető, a moralis, a hiany ertekű es a reklammal kapcsolatos markaelkerules – menten, kerdőives felmeres alapjan. A kutatas harom vonatkozasban nyujt hozzaadott erteket: felfedi azokat a valtozocsoportokat, melyek egyuttesen befolyasoljak a markaelkerulesi magatartast; az eddigi kutatasokon tullepve valamennyi markaelkerulesi kategoriat megvizsgalja a fast fashion markak eseteben; valamint az adatokat a multidimenzionalis skalazas modszerevel elemzi, amelyet a markaelkerulesi szakirodalom eddig nem alkalmazott. A megkerdezettek klaszterekbe valo besorolasa ravilagit arra is, mely markaelkerulesi valtozok dominalnak klaszterenkent a Z generacio markaelkerulesi magatartasaban.

Brand avoidance behaviour of Gen Z towards fast fashion brands