Studying the intersection of fast-fashion, greenwashing and Gen Z consumers at University of Portlan

Research shows Gen Z consumers demand authenticity and are highly concerned about the environment. So why is this generation one of the biggest consumers of fast fashion? Are they unaware or unconcerned about the greenwashing marketing tactics employed in the fast-fashion industry? Understanding consumer behavior is a cornerstone of successful marketing and learning how to apply business ethics to real-world dilemmas is a cornerstone of the curriculum at University of Portland’s Pamplin...