Generation Z, Circular Fashion, and Sustainable Marketing

Abstract

[Abstract] This study explores Generation Z's perceptions, attitudes, and behaviors regarding sustainable fashion, focusing on the contradiction between their environmental awareness and consumption patterns. Using a mixed-method approach that includes a literature review and surveys of young consumers, the research aims to understand the motivations and barriers they face when considering sustainable fashion options. The key finding reveals that, despite high levels of environmental and ethical awareness, Generation Z continues to prefer fast fashion, primarily due to its affordability and the constant influx of new trends. The premium pricing associated with sustainable fashion is identified as a significant barrier to its adoption within this demographic. The study concludes by recommending that the fashion industry and policymakers enhance transparency, affordability, and authenticity in their practices. By positioning sustainability as a core brand value and addressing perceptions of greenwashing, the industry can foster more responsible consumption patterns among younger generations.