Sustainable Fashion among Gen Z Consumers: A Study on Awareness

The impact of sustainable fashion on the environment and ethics has created a broad global dialogue and a fast-growing industry segment. As new consumers with the most potential for impact, Gen Z audiences are environmentally and socially conscious. Responses reveal that numerous respondents are interested in environmentally and sustainably conscious products. Unfortunately, this interest has not translated into highly desirable shopping behavior. Many factors contribute to the low purchase interest gap, from confusion about green claims to a lack of knowledge about the sustainable options available. The purpose of the study is to assess the degree to which Gen Z respondents are familiar with sustainable fashion. The study aims to assess their awareness of sustainable options, the extent of their eco-conscious shopping values, and the reasons that primarily influence their shopping decisions. The outcome of the study shows that the most common element among Gen Z respondents remains the knowledge and understanding of the more essential/simplistic concepts, such as “ethical sourcing” and “free trade” vs. deeper knowledge of sustainable materials, certification, and brands. It reveals that while many respondents are interested in sustainable shopping, many prioritize cost and brand name to guide shopping decisions. The study aims to encourage transparent messaging to mend the gap of disengagement in sustainable shopping within the Gen Z cohort.