Sustainable Fashion through the Eyes of Gen Z: Consumer Behaviour and Marketing Insights

In today’s world, sustainability is becoming more and more significant, impacting both consumer behavior and fashion industry marketing strategies. The goal of this study is to ascertain how consumers view the benefits of sustainable practices and what behavioral patterns they are susceptible to.

A survey-based quantitative study was used to answer this research topic. The online survey covered a wide range of subjects, including how Romanian consumers view sustainable fashion, responsible fashion consumption, sustainable fashion production and social media trends, fashion marketing, and impressions of sustainable fashion prices. Data was operationalized in accordance with existing research, and structural equation modeling in SmartPLS was used for analysis. The majority of responders were women with bachelor’s degrees who worked full-time and were between the ages of 18 and 24.

The results show that when young women choose to purchase sustainable fashion items, fashion sustainability is a relevant but differentially evaluated criterion. Price is still a major consideration when choosing their favorite fashion items, even though elements like sustainable production and ethical consumption are positively appreciated. It is also evident how social media influences consumer choices.

According to the research, consumers make purchasing decisions based on a variety of factors, including price sensitivity, brand image, social influence, emotional attachment to products, and individual lifestyles, even though sustainability in the fashion industry continues to be a significant motivator enhancing consumption. From a managerial standpoint, the study demonstrates how businesses may learn how to successfully integrate various consumer-based tactics to promote the purchase of sustainable fashion items and increase environmentally conscious consumers’ long-term brand loyalty.