Exploring the Intention-Behavior Gap in Sustainable Fashion Consumption : Barriers and Justifications among Generation Z

Purpose – The purpose of this study is to explore the gap between consumers’ intentions and actual purchase behavior in the context of sustainable fashion consumption. Specifically, the study aims to identify the main barriers that hinder consumers’ intention to buy sustainable fashion and to understand how they justify engaging in unsustainable clothing consumption. Therefore, the following two research questions were formulated: What are the main barriers that impact Generation Z consumers’ intention to buy sustainable clothing? and How does Generation Z justify unsustainable clothing consumption? Methodology – This qualitative research is exploratory and leans towards an inductive approach. In total, 14 semi structured interviews were conducted with Generation Z consumers residing in Sweden, all of whom regularly purchase fast fashion. The collected data were analyzed using thematic analysis, supported by the Theory of Planned Behavior and Moral Disengagement Theory as the theoretical framework. Findings – This research identified two overarching themes of barriers to sustainable clothing consumption: structural and practical barriers and psychological and social barriers. In total, six barriers were found that prevents consumers from making purchasing decisions that align with their values. Additionally, six moral disengagement mechanisms were identified, which explains how consumers justify unsustainable clothing consumption. These justifications allow consumers to alleviate cognitive dissonance and continue unsustainable consumption without significant moral conflict. Theoretical and practical contributions – This study extends the understanding of the intention-behavior gap in sustainable fashion consumption by combining the Theory of Planned Behavior with Moral Disengagement Theory, highlighting both external barriers and internal justifications. Practically, it offers insights for fashion brands to form strategies that can reduce barriers and challenge justifications that consumers use to engage in unsustainable consumption.