Perceptions of sustainable fashion practices among Generations Z and Y: A cognitive study

The present study examines the perceptions and eventual adoption (willingness to buy) of sustainable fashion practices such as eco-labels, the use of sustainable and recycled materials, timeless models, repairing, redesigning, second-hand shopping and renting of garments among Generations Z and Y. Encouraging companies to engage in sustainable fashion requires deeper insights into how these two generations key consumers perceive sustainable fashion practices.