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Abstract
COVID-19 made significant changes in the fashion retail markets in European countries because stores were closed due to government restrictions. The study aims to examine the fashion shopping behaviour of Generation Z consumers before and during the first wave of COVID-19 and its influence on the future development of fashion shopping behaviour. Based on the literature review and knowledge gap identified, the authors developed hypotheses to examine the relationship between Fashion & Style (FAS), Sustainability (SUS), and Circular Fashion Economy (CFE) and their impact on shopping behaviour after the first wave of the COVID-19 pandemic. The authors analysed the results of the measurement model (n = 589) and the direct and indirect mediating effect of the latent variables on the shopping frequency before (BEFORE) the pandemic and on the shopping frequency during the pandemic (DURING) and after the pandemic (AFTER). The results of the measurement model show that significant relationships exist in the proposed model, namely, the relationship between IS and SFB, FAS and SFD, SUS and SFD, SUS and CHA, FC and CHA, and SFD and CHA. Furthermore, the selected demographic variables acted as a mediator for the measurement model.
Disclosure statement
No potential conflict of interest was reported by the author(s).