Digital Fashion and Sustainability: Impact on Generation Z Consumer Behavior in Croatia

Purpose. This study examines the role of digital fashion in promoting more sustainable consumption in the fashion industry, focusing on Generation Z’s perceptions in Croatia. Methodology. A quantitative online survey was conducted between June 28 and August 20, 2024, collecting 83 responses from Generation Z consumers, a key market segment. Results and conclusions. The findings indicate that sustainability in fashion is valued by this group, influenced by environmental awareness, digital engagement, and corporate social responsibility initiatives. Digital fashion is identified as a driver of more sustainable purchasing behaviors by reshaping perceptions of value and the necessity of physical products. Original contribution. This research contributes to the discussion on integrating sustainability into digital fashion, offering valuable insights for brands and academics seeking to develop sustainable strategies and align with Generation Z’s expectations.