The crisis and the loyalty of Generation Z consumers to ecologically responsible clothing brands

The aim of the study was to determine whether Generation Z consumers will be loyal to an environmentally responsible clothing brand in a crisis situation, and whether the type of crisis determines loyalty behaviour towards an environmentally responsible brand. The article includes a literature review and analysis and synthesis of results obtained by means of a diagnostic survey from 500 Generation Z consumers (18-28 years old), following clothing brands on social media. The study was conducted in 2023 using the Computer-Assisted Web Interview (CAWI) technique, using an original survey questionnaire. The results of the study show that regardless of the type of crisis affecting the brand, Generation Z consumers will demonstrate loyalty to it. The study focused on one area of Corporate Social Responsibility (CSR) (environmentalism), omitting social and financial aspects. Another limitation is related to the identification of the behavioural aspect of the attitude in the study, due to its declarative dimension.