Skip to content
1981
Volume 11, Issue 3-4
  • ISSN: 2050-0726
  • E-ISSN: 2050-0734

Abstract

The purpose of this study is to bridge the gap between sustainable fashion and customer purchase intentions by analysing the current trends and offering techniques to increase sustainable fashion awareness and overcome price consumption issues among Generation Z (Gen Z) consumers. A mixed methods approach was employed in this study consisting of online surveys and focus groups surrounding the topic of sustainable apparel consumption among the Gen Z age group. Focus groups served to lead to an online survey of questions to help better understand the phenomena on an exploratory scale. Three focus groups of eight to ten volunteers each aged 18–25 from a large Midwestern university took part in 60-minute discussions regarding their understanding of fast fashion and their purchase intentions/awareness of ethical issues within the apparel industry. Online surveys were conducted through the online platform Qualtrics consisting of 29 questions with a total of 445 participants ranging from 18 to 23 years old taking part in the online survey. Main themes found in the focus groups are the idea of and the of garments. Surveys found that this age group was willing to pay up to 25 per cent more for a sustainable apparel item and that uniqueness of the item was of utmost importance. Implications for brands and retailers as well as academics are presented.

© 2024 Intellect Ltd
Loading

Article metrics loading...

/content/journals/10.1386/fspc_00125
2022-04-12
2026-04-17

Metrics

Loading full text...

Full text loading...

References

  1. Accenture (2018), ‘Intelligent enterprise unleashed’, https://www.accenture.com/dk-en/insight-technology-trends-2018. Accessed 5 May 2020.
  2. Achieve (2017), The 2017 Millennial Impact Report, https://www.themillennialimpact.com/sites/default/files/reports/Phase2Report_MIR2017_091917_0.pdf. Accessed 5 May 2020.
  3. Anon. (2017), The Millennial Impact Report, http://www.themillennialimpact.com/. Accessed 19 May 2020.
  4. Anon. (2019), Nielson’s Annual Global Corporate Sustainability Report, https://www.nielsen.com/us/en/about-us/global-responsibility-and-sustainability/. Accessed 5 May 2020.
  5. Antil, J. H. (1984), ‘Socially responsible consumers: Profile and implications for public policy’, Journal of Macromarketing, 4:2, pp. 18–39.
     [Google Scholar]
  6. Arbuthnott, K. D. (2009), ‘Education for sustainable development beyond attitude change’, International Journal of Sustainability in Higher Education, 10:2, pp. 152–63.
     [Google Scholar]
  7. Balderjahn, I. (1988), ‘Personality variables and environmental attitudes as predictors of ecologically responsible consumption patterns’, Journal of Business Research, 17:1, pp. 51–56.
     [Google Scholar]
  8. Beresford Research (2022), ‘Age range by generation’, https://www.beresfordresearch.com/age-range-by-generation/. Accessed 5 January 2022.
  9. Bhaduri, G. and Copeland, L. (2020), ‘Going green? How skepticism and information transparency influence consumers’ brand evaluations for familiar and unfamiliar brands’, Journal of Fashion Marketing and Management: An International Journal, 25:1, pp. 80–98, https://doi.org/10.1108/JFMM-08-2019-0175. Accessed 5 January 2022.
     [Google Scholar]
  10. Butler, S. M. and Francis, S. (1997), ‘The effects of environmental attitudes on apparel purchasing behavior’, Clothing and Textiles Research Journal, 15:2, pp. 76–85.
     [Google Scholar]
  11. Carrigan, M. and Attalla, A. (2001), ‘The myth of the ethical consumer – Do ethics matter in purchase behaviour?’, Journal of Consumer Marketing, 18:7, pp. 560–78, https://doi.org/10.1108/07363760110410263. Accessed 5 May 2020.
     [Google Scholar]
  12. Challa, L. (2007), ‘Impact of textile and clothing industry on environment: Approach to ecofriendly textiles’, https://www.fibre2fashion.com/industry-article/1709/impact-of-textiles-and-clothing-industry-on-environment-approach-towards-eco-friendly-textiles. Accessed 5 May 2020.
  13. Chang, H. J. and Watchravesringkan, K. T. (2018), ‘Who are sustainably minded apparel shoppers? An investigation to the influencing factors of sustainable apparel consumption’, International Journal of Retail & Distribution Management, 46:2, pp. 148–62.
     [Google Scholar]
  14. Chestney, N. (2012), ‘Global warming close to becoming irreversible – scientists’, https://www.reuters.com/assets/print?aid=USBRE82P0UJ20120326. Accessed 5 May 2020.
  15. Chi, T., Gerard, J., Dephillips, A., Liu, H. and Sun, J. (2019), ‘Why US consumers buy sustainable cotton made collegiate apparel? A study of the key determinants’, Sustainability, 11:11, p. 3126.
     [Google Scholar]
  16. Chi, T., Gerard, J., Yu, Y. and Wang, Y. (2021), ‘A study of US consumers’ intention to purchase slow fashion apparel: Understanding the key determinants’, International Journal of Fashion Design, Technology and Education, 14:1, pp. 101–12.
     [Google Scholar]
  17. Chu, S. C. and Kamal, S. (2011), ‘An investigation of social media usage, brand consciousness, and purchase intention towards luxury products among millennials’, Advances in Advertising Research, 2, pp. 179–90.
     [Google Scholar]
  18. Chu, S. C., Kamal, S. and Kim, Y. (2013), ‘Understanding consumers’ responses toward social media advertising and purchase intention toward luxury products’, Journal of Global Fashion Marketing, 4:3, pp. 158–74.
     [Google Scholar]
  19. Claudio, L. (2007), ‘Waste couture: Environmental impact of the clothing industry’, Environmental Health Perspectives, 115:9, pp. 1–7.
     [Google Scholar]
  20. Conserve Energy Future (2015), ‘What are non-renewable sources of energy?’, http://www.conserve-energy-future.com/NonRenewableEnergySources.php. Accessed 5 May 2020.
  21. Constantinides, E., Romero, C. L. and Boria, M. A. G. (2008), ‘Social media: A new frontier for retailers?’, in B. Swoboda, D. Morschett, T. Rudolph, P. Schnedlitz and H. Schramm-Klein (eds), European Retail Research, Wiesbaden: Gabler Verlag, pp. 1–28.
     [Google Scholar]
  22. Copeland, L. (2019), ‘Media strategies impacting millennials’ sustainable apparel purchase intention’, The Journal of Sustainability Education, 20:April, pp. 1–15.
     [Google Scholar]
  23. Copeland, L. and Bhaduri, G. (2019), ‘Consumer relationship with pro-environmental apparel brands: Effect of knowledge, skepticism and brand familiarity’, Journal of Product & Brand Management, 29:1, pp. 1–14.
     [Google Scholar]
  24. Copeland, L. and Lyu, J. (2019), ‘Millennial consumer’s on Instagram: Implications for luxury brands vs. celebrity influencers: An abstract’, in F. Pantoja, S. Wu and N. Krey (eds), Academy of Marketing Science World Marketing Congress, Cham: Springer, pp. 97–98.
     [Google Scholar]
  25. Copeland, L. R. and Zhao, L. (2020), ‘Instagram and theory of reasoned action: US consumers influence of peers online and purchase intention’, International Journal of Fashion Design, Technology and Education, 13:3, pp. 265–79.
     [Google Scholar]
  26. Cowan, K. and Kinley, T. (2014), ‘Green spirit: Consumer empathies for green apparel’, International Journal of Consumer Studies, 38:5, pp. 493–99.
     [Google Scholar]
  27. Dhir, A., Sadiq, M., Talwar, S., Sakashita, M. and Kaur, P. (2021), ‘Why do retail consumers buy green apparel? A knowledge-attitude-behaviour-context perspective’, Journal of Retailing and Consumer Services, 59:March, p. 102398.
     [Google Scholar]
  28. Dickson, M. A. (1999), ‘US consumers’ knowledge of and concern with apparel sweatshops’, Journal of Fashion Marketing and Management: An International Journal, 3:1, pp. 44–55.
     [Google Scholar]
  29. Dickson, M. A., Eckman, M. and Loker, S. (2009), Social Responsibility in the Global Apparel Industry, New York: Fairchild Books.
     [Google Scholar]
  30. D’Souza, C., Taghian, M. and Lamb, P. (2006), ‘An empirical study on the influence of environmental labels on consumers’, Corporate Communications: An International Journal, 11:2, pp. 162–73.
     [Google Scholar]
  31. Duffin, E. (2020), U.S. Population by Generation 2019, https://www.statista.com/statistics/797321/us-population-by-generation/. Accessed 5 May 2020.
  32. Evans, D. (2011), ‘Thrifty, green or frugal: Reflections on sustainable consumption in a changing economic climate’, Geoforum, 42:5, pp. 550–57.
     [Google Scholar]
  33. Forum for the Future (Organization) (2007), Fashioning Sustainability: A Review of the Sustainability Impacts of the Clothing Industry, London: Forum for the Future.
     [Google Scholar]
  34. Gazzola, P., Pavione, E., Pezzetti, R. and Grechi, D. (2020), ‘Trends in the fashion industry. The perception of sustainability and circular economy: A gender/generation quantitative approach’, Sustainability, 12:7, p. 2809.
     [Google Scholar]
  35. Ha-Brookshire, J. E. and Norum, P. S. (2011), ‘Willingness to pay for socially responsible products: Case of cotton apparel’, Journal of Consumer Marketing, 28:5, pp. 344–53.
     [Google Scholar]
  36. Han, T. I. (2019), ‘Objective knowledge, subjective knowledge, and prior experience of organic cotton apparel’, Fashion and Textiles, 6:1, pp. 1–15.
     [Google Scholar]
  37. Henion, K. E. (1972), ‘The effect of ecologically relevant information on detergent sales’, Journal of Marketing Research, 9:1, pp. 10–14.
     [Google Scholar]
  38. Hiller Connell, K. Y. (2010), ‘Internal and external barriers to eco-conscious apparel acquisition’, International Journal of Consumer Studies, 34:3, pp. 279–86.
     [Google Scholar]
  39. Hiller Connell, K. Y. (2015), ‘Environmental impacts of apparel production, distribution, and consumption: An overview’, in S. Muthu (ed.), Handbook of Sustainable Apparel Production, Boca Raton, FL: CRC Press, pp. 41–61.
     [Google Scholar]
  40. Hiller Connell, K. Y. and Kozar, J. M. (2014), ‘Environmentally sustainable apparel consumer behavior: Knowledge, attitudes, and behaviors’, in S. Muthu (ed.), Roadmap to Sustainable Textiles and Clothing, vol. 2, Singapore: Springer, pp. 44–61.
     [Google Scholar]
  41. Hogg, M. A. and Reid, S. A. (2006), ‘Social identity, self-categorization, and the communication of group norms’, Communication Theory, 16:1, pp. 7–30.
     [Google Scholar]
  42. Hustvedt, G. and Dickson, M. A. (2009), ‘Consumer likelihood of purchasing organic cotton apparel: Influence of attitudes and self-identity’, Journal of Fashion Marketing and Management: An International Journal, 13:1, pp. 49–65.
     [Google Scholar]
  43. Hyllegard, K. H., Yan, R. N., Ogle, J. P. and Lee, K. H. (2012), ‘Socially responsible labeling: The impact of hang tags on consumers’ attitudes and patronage intentions toward an apparel brand’, Clothing and Textiles Research Journal, 30:1, pp. 51–66.
     [Google Scholar]
  44. Jankovska, D., Hensley, C., Miller, N. J. and Yan, R. N. (2015), ‘An exploration of millennial consumer’s perceptions of social responsibility product attributes: USA made vs. foreign made apparel’, International Textile and Apparel Association Annual Conference Proceedings, 72:1, Aames, IA: Iowa State University Digital Press.
     [Google Scholar]
  45. Jung, H. J., Oh, K. W. and Kim, H. M. (2021), ‘Country differences in determinants of behavioral intention towards sustainable apparel products’, Sustainability, 13:2, p. 558.
     [Google Scholar]
  46. Kang, J. and Kim, S. H. (2013), ‘What are consumers afraid of? Understanding perceived risk toward the consumption of environmentally sustainable apparel’, Family and Consumer Sciences Research Journal, 41:3, pp. 267–83.
     [Google Scholar]
  47. Kaplan, A. M. and Haenlein, M. (2010), ‘Users of the world, unite! The challenges and opportunities of social media’, Business Horizons, 53:1, pp. 59–68.
     [Google Scholar]
  48. Khan, S. and Malik, A. (2014), ‘Environmental and health effects of textile industry wastewater’, in A. Malik, E. Grohmann and R. Akhtar (eds), Environmental Deterioration and Human Health, Dordrecht: Springer, pp. 55–71.
     [Google Scholar]
  49. Khare, A. (2019), ‘Green apparel buying: Role of past behavior, knowledge and peer influence in the assessment of green apparel perceived benefits’, Journal of International Consumer Marketing, 21:1, pp. 1–17.
     [Google Scholar]
  50. Kim, H. Y. and Kwon, Y. J. (2011), ‘Soulmates, best friends, and casual buddies: The relationship of US college students to retailer brands’, Clothing and Textiles Research Journal, 29:1, pp. 67–82.
     [Google Scholar]
  51. Kozar, J. M. and Hiller Connell, K. Y. (2010), ‘Socially responsible knowledge and behaviors: Comparing upper- vs. lower-classmen’, College Student Journal, 44:2, pp. 279–93.
     [Google Scholar]
  52. Kozar, J. M. and Hiller Connell, K. Y. (2013), ‘Socially and environmentally responsible apparel consumption: Knowledge, attitudes, and behaviors’, Social Responsibility Journal, 9:2, pp. 315–24.
     [Google Scholar]
  53. Kreuzer, C., Weber, S., Off, M., Hackenberg, T. and Birk, C. (2019), ‘Shedding light on realized sustainable consumption behavior and perceived barriers of young adults for creating stimulating teaching–learning situations’, Sustainability, 11:9, p. 2587.
     [Google Scholar]
  54. Kutsenkova, Z. (2017), ‘The sustainable future of the modern fashion industry’, honors thesis, San Rafael, CA: University of California.
     [Google Scholar]
  55. Lagnese, M. (2017), ‘How the Adidas Group’s corporate strategy has resulted in growth and increased profitability within the sportswear industry’, honors thesis, Meadville, PA: Allegheny College.
     [Google Scholar]
  56. Leary, R. B., Vann, R. J., Mittelstaedt, J. D., Murphy, P. E. and Sherry Jr, J. F. (2014), ‘Changing the marketplace one behavior at a time: Perceived marketplace influence and sustainable consumption’, Journal of Business Research, 67:9, pp. 1953–58.
     [Google Scholar]
  57. Liu, Z., Zhang, J. and Li, M. (2013), ‘Understanding the connections between social media and consumer decision-making’, https://www.itu.dk/people/rkva/IWSB2012/positionPapers/LiuUnderstanding%20the%20Connections%20between%20Social%20Media%20and%20Consumer%20Decision-Making.pdf. Accessed 5 May 2020.
  58. McCoy, L., Wang, Y. T. and Chi, T. (2021), ‘Why is collaborative apparel consumption gaining popularity? An empirical study of US Gen Z consumers’, Sustainability, 13:15, p. 8360.
     [Google Scholar]
  59. McFall-Johnsen, M. (2020), ‘These facts show how unsustainable the fashion industry is’, https://www.weforum.org/agenda/2020/01/fashion-industry-carbon-unsustainable-environment-pollution/. Accessed 1 February 2022.
  60. Meinhold, J. L. and Malkus, A. J. (2005), ‘Adolescent environmental behaviors: Can knowledge, attitudes, and self-efficacy make a difference?’, Environment and Behavior, 37:4, pp. 511–32.
     [Google Scholar]
  61. Mont, O. and Plepys, A. (2008), ‘Sustainable consumption progress: Should we be proud or alarmed?’, Journal of Cleaner Production, 16:4, pp. 531–37.
     [Google Scholar]
  62. Niinimäki, K. (2010), ‘Eco-clothing, consumer identity and ideology’, Sustainable Development, 18:3, pp. 150–62.
     [Google Scholar]
  63. Nowak, L., Thach, L. and Olsen, J. E. (2006), ‘Wowing the millennials: Creating brand equity in the wine industry’, Journal of Product & Brand Management, 15:5, pp. 316–23.
     [Google Scholar]
  64. Oecotextiles (2013), ‘Textile industry poses environmental hazards’, http://oecotextiles.com/mission.php. Accessed 20 May 2019.
  65. Ogle, J. P., Hyllegard, K. H. and Dunbar, B. H. (2004), ‘Predicting patronage behaviors in a sustainable retail environment: Adding retail characteristics and consumer lifestyle orientation to the belief-attitude-behavior intention model’, Environment and Behavior, 36:5, pp. 717–41.
     [Google Scholar]
  66. Okur, N. and Saricam, C. (2019), ‘The impact of knowledge on consumer behaviour towards sustainable apparel consumption’, in S. Muthu (ed.), Consumer Behaviour and Sustainable Fashion Consumption, Singapore: Springer, pp. 69–96.
     [Google Scholar]
  67. Onyali, C. I. (2014), ‘Triple bottom line accounting and sustainable corporate performance’, Research Journal of Finance and Accounting, 5:8, pp. 195–209.
     [Google Scholar]
  68. Pookulangara, S. and Koesler, K. (2011), ‘Cultural influence on consumers’ usage of social networks and its’ impact on online purchase intentions’, Journal of Retailing and Consumer Services, 18:4, pp. 348–54.
     [Google Scholar]
  69. Prakash Yadav, G. and Rai, J. (2017), ‘The Generation Z and their social media usage: A review and a research outline’, Global Journal of Enterprise Information System, 9:2, pp. 110–16.
     [Google Scholar]
  70. Puccinelli, N. M., Wilcox, K. and Grewal, D. (2015), ‘Consumers’ response to commercials: When the energy level in the commercial conflicts with the media context’, Journal of Marketing, 79:2, pp. 1–18.
     [Google Scholar]
  71. Raacke, J. and Bonds-Raacke, J. (2008), ‘MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites’, Cyberpsychology & Behavior, 11:2, pp. 169–74.
     [Google Scholar]
  72. Reichard, R. (2013), ‘Textiles 2013: The turnaround continues’, http://www.textileworld.com/Issues/2013/January-February/Features/Textiles_2013-The_Turnaround_Continues. Accessed 19 May 2020.
  73. Reiter, L. (2015), ‘Investigating the role of social networking sites in increasing purchase intention for environmentally sustainable apparel: An exploratory study’, dissertation, Manhattan, KS: Kansas State University.
     [Google Scholar]
  74. Reiter, L. and Connell, K. H. (2017), ‘US consumers’ environmentally sustainable apparel purchase intention: Investigating the role of social influence of peers to use social networking sites applied to the theory of reasoned action (An abstract)’, in P. Rossi (ed.), Marketing at the Confluence between Entertainment and Analytics, Cham: Springer, pp. 1409–10.
     [Google Scholar]
  75. Retail Me Not (2018), ‘The 2019 retail marketing playbook’, https://research.retailmenot.com/2019playbook/p/1. Accessed 19 May 2020.
  76. Rivoli, P. (2014), The Travels of a T-shirt in the Global Economy: An Economist Examines the Markets, Power, and Politics of World Trade, 2nd ed., Hoboken, NJ: John Wiley & Sons.
     [Google Scholar]
  77. Ross, A. (2004), No-Collar: The Humane Workplace and its Hidden Costs, Philadelphia, PA: Temple University Press.
     [Google Scholar]
  78. Roubanis, J. L. (2008), ‘Comparison of environmentally responsible consumerism and voluntary simplicity lifestyle between US and Japanese female college students’, Family and Consumer Sciences Research Journal, 37:2, pp. 210–18.
     [Google Scholar]
  79. Schahn, J. and Holzer, E. (1990), ‘Studies of individual environmental concern: The role of knowledge, gender, and background variables’, Environment and Behavior, 22:6, pp. 767–86.
     [Google Scholar]
  80. Schlossberg, M. (2016), ‘Teen Generation Z is being called “millennials on steroids”, and that could be terrifying for retailers’, Business Insider, 11 February, https://www.businessinsider.com/millennials-vs-gen-z-2016-2?r=US&IR=T. Accessed 5 May 2020.
  81. Smith, P. (2022), ‘US apparel market – Statistics and facts’, 12 January, https://www.statista.com/topics/965/apparel-market-in-the-us/#:~:text=The%20United%20States%20apparel%20market,billion%20U.S.%20dollars%20in%20sales. Accessed 1 February 2022.
  82. Sonnenberg, N., Jacobs, B. and Momberg, D. (2014), ‘The role of information exposure in female university students’ evaluation and selection of eco-friendly apparel in the South African emerging economy’, Clothing and Textiles Research Journal, 32:4, pp. 266–81.
     [Google Scholar]
  83. Steiner, M., Wiegand, N., Eggert, A. and Backhaus, K. (2016), ‘Platform adoption in system markets: The roles of preference heterogeneity and consumer expectations’, International Journal of Research in Marketing, 33:2, pp. 276–96.
     [Google Scholar]
  84. Stephen, A. T. (2016), ‘The role of digital and social media marketing in consumer behavior’, Current Opinion in Psychology, 10:August, pp. 17–21.
     [Google Scholar]
  85. Stephens, S. H. (1985), Attitudes Toward Socially Responsible Consumption: Development and Validation of a Scale and Investigation of Relationships to Clothing Acquisition and Discard Behaviors, Blacksburg, VA: Virginia Polytechnic Institute and State University.
     [Google Scholar]
  86. Tanner, C. and Wölfing Kast, S. (2003), ‘Promoting sustainable consumption: Determinants of green purchases by Swiss consumers’, Psychology & Marketing, 20:10, pp. 883–902.
     [Google Scholar]
  87. Thøgersen, J. (2000), ‘Psychological determinants of paying attention to eco-labels in purchase decisions: Model development and multinational validation’, Journal of Consumer Policy, 23:3, pp. 285–313.
     [Google Scholar]
  88. Thredup (2022), 2021 Resale Report, Oakdale, CA: Thredup, https://www.thredup.com/resale/#size-and-impact. Accessed 1 February 2022.
  89. van Dam, Y. K. and van Trijp, H. C. (2011), ‘Cognitive and motivational structure of sustainability’, Journal of Economic Psychology, 32:5, pp. 726–41.
     [Google Scholar]
  90. Van den Bergh, J. and Behrer, M. (2016), How Cool Brands Stay Hot: Branding to Generations Y and Z, London: Kogan Page Publishers.
     [Google Scholar]
  91. Villa, K. M. (2012), ‘Care labeling and the textile industry: US Environmental Protection Agency’, http://1.usa.gov/1OaIyls. Accessed 19 May 2020.
  92. White, K. and Dahl, D. W. (2006), ‘To be or not be? The influence of dissociative reference groups on consumer preferences’, Journal of Consumer Psychology, 16:4, pp. 404–14.
     [Google Scholar]
  93. Williams, A. and Hodges, N. J. (2020), ‘Generation Z and socially responsible fashion consumption: Exploring the value-action gap’, International Textile and Apparel Association Annual Conference Proceedings, 77:1, Ames, IA: Iowa State University Digital, pp. 1–4.
     [Google Scholar]
/content/journals/10.1386/fspc_00125
Loading
Exploring young consumers’ perceptions towards sustainable practices of fashion brands
Fashion, Style & Popular Culture 11, 527 (2024); https://doi.org/10.1386/fspc_00125
/content/journals/10.1386/fspc_00125
/content/journals/10.1386/fspc_00125
Loading

Data & Media loading...

  • Article Type: Article
Keyword(s): apparel; consumer insights; Gen Z; purchase intention; responsible; shopping

Most Cited Most Cited RSS feed

This is a required field
Please enter a valid email address
Approval was a success
Invalid data
An error occurred
Approval was partially successful, following selected items could not be processed due to error
Please enter a valid_number test