Drivers and Barriers of Sustainable Fashion Consumption among Generation Z

Background. In recent years, sustainability has become one of the most salient issues in the fashion industry. As one of the major contributors to environmental degradation, the fashion industry is still undergoing a slow transformation from fast fashion to more sustainable practices. In this context, the core question is how to engage consumers in sustainable fashion consumption.

Objective. Generation Z represents a critical consumer segment due to its growing purchasing power and heightened environmental awareness. However, what drives or inhibits their sustainable consumption behavior remains insufficiently explored. This paper aims to identify the drivers and barriers of sustainable fashion consumption among Generation Z.

Methods. The study employed a non-probability snowball sampling approach. Data was collected using a structured online questionnaire distributed via social networking platforms. Sample consisted of 405 respondents representing Generation Z.

Results. Among the drivers leading to sustainable consumption, motivation towards the reduction of consumption, self-expression and lower skepticism were mentioned. Regarding the barriers, low awareness of the adverse effects of fast fashion, low availability of sustainable fashion and lack of knowledge and misconceptions were mainly emphasized.

Conclusions. The findings can be considered a basis for initiating changes aimed at strengthening sustainable fashion behavior among Generation Z.