Exploring minimalist fashion drivers for Gen Z: mixed-method insights

Purpose This study investigates the minimalist approach of Gen Z, which diverges from traditional minimalist ideals that emphasize curated and meaningful consumption. Gen Z’s minimalism is deeply rooted in sustainability, self-expression and social identity, promoting intentional living by focusing on what truly matters and eliminating unnecessary excess. Design/methodology/approach Grounded in self-determination theory, this research employs a mixed-method approach combining netnography with a quantitative survey involving 316 respondents. This comprehensive analysis aims to uncover the factors influencing Gen Z’s distinct minimalist behaviors. Findings The study presents three key insights. First, the concept of voluntary simplicity, representing older minimalist notions, is found to be irrelevant in the fashion context, highlighting a shift in minimalist values. Second, contrary to common beliefs, minimalism does not significantly impact emotional well-being, suggesting that its psychological benefits may be overstated. Lastly, social crowding negatively moderates the relationship between minimalism and social connectedness, indicating that higher levels of social connections can diminish the sense of community often associated with minimalist lifestyles. Research limitations/implications The study is limited by its focus on a specific demographic and geographic area, which may affect the generalizability of the findings. Future research could explore minimalist behaviors in other contexts and among different age groups to provide a broader understanding. Originality/value This research provides fresh insights into Gen Z’s minimalist practices, emphasizing their motivations around sustainability, self-expression and social identity. It explores how their approach to minimalism intersects with fashion, contributing to a deeper understanding of contemporary consumption trends and intentional living among younger generations.