Juxtaposing Generation Z consumers’ consumption behaviour of local versus global sustainable fashion brands

Purpose This study aims to compare Generation Z consumers' consumption behaviour of local versus global sutainable fashion brands. Drawing from the practice theory and social cognitive theory, this study compared, using competing models, factors that influence South African Generation Z consumers’ consumption intention of local and global sustainable fashion brands. Design/methodology/approach An online questionnaire survey was used to collect data from 504 Generation Z consumers who buy local and global sustainable fashion brands in South Africa. Data were analysed using partial least squares structural equation modelling. Findings Environmental concern, cultural mindfulness and social influence were found to positively influence Generation Z consumers’ attitude towards local sustainable fashion brands. Conversely, attitude towards global sustainable fashion brands was found to be favourably influenced by environmental concern and perceived value. Materialism and trust emerged as the constraining factors for the consumption of both local and global sustainable fashion brands. Research limitations/implications This study relied on cross-sectional self-reported data and the possibility of over reporting or under reporting may not be ruled out. Future studies may consider using more robust methods of data collection such as field experiments. Moreover, future studies may also examine the potential influence of control variables such age, gender and fashion expenditure. Practical implications The results of this study underscore the importance of addressing the trust deficit associated with both local and global sustainable fashion brands. The use of independent eco-labels that assure consumer confidence on the authenticity of sustainability claims is recommended. Marketers of global sustainable fashion brands should consider investing more in the think-global-but-act-local strategy to integrate the intricacies of local culture during product design and marketing. Originality/value This study contributes to sustainable fashion literature by proposing an integrated model that combine variables that influence sustainable fashion as a social practice. Moreover, this study enriches literature by examining the role of cultural mindfulness in the consumption of local and global sustainable fashion brands.