O comportamento de consumo de moda online entre os jovens da Geração Z no Curso de design de moda da Universidade Federal do Ceará

Abstract

The research aims to understand the purchasing behavior of Z Generation individuals, from the perspective of fashion consumption in the digital space. The bibliographic and documentary research method was used, together with field research, where online forms were made available, with 9 questions that sought to understand the perspective of undergraduate students of the Fashion Design course at the Federal University of Ceará (UFC), about the topic in question. The phenomenon of consumption and its relationship with fashion are conceptualized, to later understand who is part of Z generation, their characteristics and how these individuals are corresponding with consumption in the virtual environment. It is concluded that the experience in the digital environment instigates in young people the desire to consume more fashion, as on the internet there is a greater variety of pieces and different styles, thus being preferred for obtaining fashion items, making the frequency of purchases recurring online activity in the daily lives of Z generation.