This marketing dissertation identifies the reasons that persuade young people to purchase fashion products from a fast fashion company H&M The aim of this dissertation study is to identify the reasons that persuade young people to purchase fashion products from a fast fashion company H&M. In particular, this study addresses following objectives; to identify the key motivating factors for young consumers behind the purchase of H&M products; to assess the implications of low-cost of products in popularity of H&M products among young consumers and to evaluate how the environmental impact of fast fashion influences the decision-making process among young consumers. This study used quantitative research methodology under positivist research philosophy because this methodology helps in generalising the key findings of the study on a larger population.
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