EWUCRT Hosts Seminar on Gen Z's Influence on M-Fashion Rental Apps
Oct 19, 2025
The East West University Center for Research and Training (EWUCRT) successfully organized a research seminar on October 19, 2025, at the EWUCRT Seminar Room in East West University (EWU). The seminar focused on the research proposal titled “Do the quality dimensions of m-fashion rental apps influence e-WOM intention of Gen Z? The roles of shame, perceived hygiene, and green altruism.”
The proposal was presented by Mr. Dewan Mehrab Ashrafi, Senior Lecturer, Department of Business Administration, EWU. The timely study examines the psychological and practical factors—such as social shame, hygiene concerns, and environmental altruism—that drive or inhibit Generation Z's willingness to engage in positive electronic word-of-mouth (e-WOM) regarding mobile fashion rental services. Mr. Ashrafi jointly developed the research with co-authors Mr. Md. Miad Uddin Fahim (Lecturer), Dr. Farhana Ferdousi (Professor), and Dr. Atiqur Rahman Sarker (Associate Professor), all from the Department of Business Administration, EWU.
The session featured Dr. Abul H. M. G. Azam, Professor-cum-Adviser, Department of Business Administration, EWU, as the key discussant. Dr. Azam provided an in-depth, expert analysis of the research methodology and its potential contributions to marketing literature and the circular economy.
The event was chaired by Dr. Rafiqul Huda Chaudhury, Chairperson of EWUCRT, who concluded the session with his valuable remarks on the importance of the research topic. Professor Dr. Sohel Rana, Executive Director of EWUCRT, delivered the welcome remarks, setting the stage for the academic discussion. The seminar concluded with an engaging question-and-answer session. Faculty members, students, and officials from EWUCRT were also present on the occasion.
