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I have a Research proposal assignment with a team of 4.

Research problem:
– Why do the majority of millennials still choose fast fashion over sustainable fashion when both are being presented or directly available in front of the consumers?

Research question:
– How is the sustainability approach of Zara currently influencing the buying behavior of young people from the ages 18-25 in the Netherlands?

Sub questions:
1. How is sustainable fashion perceived?
2. Who is the target audience?
3. Do (hedonic) values play a role in the buying behavior of millennials?

The attached screenshot is the list of tasks being divided to me.

How is the sustainability approach of Zara currently influencing the buying behavior of young people from the ages 18-25 in the Netherlands?
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