Mind the Gap: Understanding Why Gen Z’s Sustainability Values Do Not Align with Fashion Purchasing Behavior. Exploring the Factors that Contribute to Values-Behavior Gap

This thesis investigates the values-behavior gap that exists among Gen Z consumers, specifically investigating why sustainability values often do not translate into sustainable fashion purchasing. Through a multidisciplinary literature review highlighting key economic, marketing, psychological, and anthropological theories of consumer demand, this study identifies the complex motivations behind Gen Z’s fashion choices. A survey distributed to Gen Z respondents (n = 42) measured sustainability values, fashion purchasing habits, and influences across the four different theoretical domains of demand. Respondents were categorized into four subcategories of purchaser based on their sustainability values and consumption behaviors. Analyses had a particular focus on those who exhibited high sustainability values but low sustainable consumption (the “High Low” group). Statistical analyses included a Wilcoxon Rank Sum Test and a Principal Components Regression. Results revelated that fashion-trend engagements both through pressure and enjoyment significantly contribute to the values-behavior gap. Additionally, social and economic influences related to price sensitivity were also found to be associated with lower sustainable consumption. The findings emphasize the importance of trend culture and affordability in understanding consumer behavior relative to sustainable purchasing. This study contributes to the broader existing research on sustainable consumption by highlighting the nuanced drivers of Gen Z’s decision-making processes.