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The Importance of the Vinted Application in Popularizing Sustainable Behavior among Representatives of Generation Z

Author

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  • Agata Balińska

    (Institute of Economics and Finance, Warsaw University of Life Sciences, 02-787 Warsaw, Poland)

  • Ewa Jaska

    (Institute of Economics and Finance, Warsaw University of Life Sciences, 02-787 Warsaw, Poland)

  • Agnieszka Werenowska

    (Management Institute, Warsaw University of Life Sciences, 02-787 Warsaw, Poland)

Abstract

Changes in the fashion market (mainly fast fashion) mean that the negative impact of this sector on the natural and social environment is increasing. An important measure to limit this negative impact is to create more responsible consumer behavior in this market. This applies especially to young consumers, who are the recipients of most fast fashion campaigns, and thanks to new media (including mobile applications), their sustainable behavior can be shaped. The main aim of this study was to identify the features of the useful Vinted mobile application in terms of promoting socially and environmentally sustainable behaviors of Generation Z on the clothing market. At the stage of collecting research material, the desk research and CAWI (computer-assisted web interview) methods were used, and the analysis included, among others, measures of descriptive statistics, a customer satisfaction index (CSI) and a Mann–Whitney Z test. The research was carried out at the turn of 2022/23. The responses of 370 respondents using the Vinted application were qualified for analysis. A convenient selection of the research sample was used. The link to the survey was shared through online channels, including social media. The snowball method was used to obtain respondents. This study shows that less frequent use of the application corresponds to lower ratings of the analyzed parameters. The most important features (attributes) of the application are free application, ease of creating an account and secure payment. The main reason for using the Vinted application is the economic factor (looking for bargains). There is a difference between the CSI value in the group of women and men. To the best of the authors’ knowledge, this is the first survey conducted among representatives of Gen Z, which simultaneously took into account satisfaction with using the Vinted application and its impact on popularizing sustainable attitudes.

Suggested Citation

  • Agata Balińska & Ewa Jaska & Agnieszka Werenowska, 2024. "The Importance of the Vinted Application in Popularizing Sustainable Behavior among Representatives of Generation Z," Sustainability, MDPI, vol. 16(14), pages 1-16, July.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:14:p:6213-:d:1439264
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    References listed on IDEAS

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    1. Caniato, Federico & Caridi, Maria & Crippa, Luca & Moretto, Antonella, 2012. "Environmental sustainability in fashion supply chains: An exploratory case based research," International Journal of Production Economics, Elsevier, vol. 135(2), pages 659-670.
    2. Juana Camacho‐Otero & Ida Nilstad Pettersen & Casper Boks, 2020. "Consumer engagement in the circular economy: Exploring clothes swapping in emerging economies from a social practice perspective," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(1), pages 279-293, January.
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