The The Influence of Sustainable Fast Fashion on Generation Z's Purchasing Decisions

Abstract

Abstract 

This study examines the influence of sustainable fast fashion on Generation Z’s purchasing decisions and explores the gap between their positive attitudes toward sustainability and their actual buying behavior. Although Gen Z is widely recognized as environmentally and socially conscious, a large portion of individuals continue to purchase products from fast fashion brands. This research aims to identify the key factors influencing this contradiction. A mixed-methods approach was used, which is a combination of quantitative and qualitative information. A total of 417 Gen Z respondents participated in an online survey, and 10 semi-structured interviews were conducted to gain deeper insights into consumer perceptions and motivations. The results show that although most of the respondents express awareness of environmental issues and support the concept of sustainable fashion, their purchasing behavior is strongly influenced by practical factors such as price, affordability, brand trust, and social media trends. Price sensitivity emerged as the most significant barrier, particularly among students with limited budgets. Additionally, concerns about greenwashing reduce consumer trust in sustainability claims made by fashion brands. Social media was discovered to both raise awareness of sustainability and promote the trends of fast fashion. The study summarizes that Gen Z’s support for sustainable fast fashion is conditional and mostly depends on affordability, transparency, and trendiness. These results highlight the importance for fashion brands to improve pricing strategies, transparency, and authentic sustainability communication to reduce the attitude-behavior gap and encourage more responsible consumption among young consumers. 

Keywords: Sustainable fast fashion, Generation Z, Purchasing behavior, Attitude-behavior gap, Price sensitivity