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Abstract

Date:                              2026 - 06 - 02

Level:                             Bachelor thesis in Business Administration, 15 cr

Institution:                    School of Business, Society and Engineering, Mälardalen University

Authors:                        Sharifi Sanaz (990925)

                                                Polwaththa Gallage - The Best Of Polwaththa Gallage (891228)

Title:                              Which Factors Are Significantly Associated With Continued Purchasing Intentions Toward Shein and Temu Despite Awareness of Chemical Risks Among Swedish Generation Z Consumers?

Supervisor: David Freund

Keywords: Chemical risk awareness, ultra-fast fashion, Shein, Temu, continued                 purchasing intention, Generation Z

Research question:      Which factors are significantly associated with continued purchasing intentions toward Shein and Temu despite awareness of chemical risks among Swedish Generation Z consumers?

Purpose:  To identify which factors explain continued purchasing intentions toward Shein and Temu among Swedish Generation Z consumers aged 18–29, despite awareness of chemical health risks, using the Theory of Planned Behaviour (Ajzen, 1991) as the theoretical framework.

Method: Quantitative cross sectional survey distributed online and through QR code posters to Swedish Generation Z consumers aged 18–29. Six explanatory factors measured: price sensitivity, lack of affordable alternatives, convenience, social influence, optimistic bias, and regulatory trust. Multiple linear regression analysed in Jamovi. A total of 124 valid responses were collected and analysed.

Conclusion: In the main regression model (Model 1), price sensitivity was the only factor significantly associated with continued purchasing intention (beta = 0.291, p = .003). In the final model with demographic controls (Model 2), optimistic bias (beta = 0.244, p = .009) and social influence (beta = -0.183, p = .047) also became significant. Swedish Generation Z consumers appear to be aware of chemical risks but continue purchasing primarily because they cannot afford safer alternatives. The final model explained 30.8% of the variance in purchasing intention (R² = 0.308).