The Influence of Sustainable Clothing on Generation Z: A Comparative Study of Environmental Awareness and Consumer Behavior

In recent times, global advocacy for social and environmental responsibility has intensified, prompting businesses to re-evaluate their operational practices, particularly with regard to environmental sustainability. This growing pressure has created a significant opportunity for companies to develop greener products and commit to enhanced transparency in their supply chains and operations. Interestingly, the COVID-19 pandemic acted as a major turning point, increasing public awareness and involvement in sustainable consumption. As highlighted by Granskog et al. (2020), over half of survey participants claimed to have altered their lifestyles to minimize ecological harm, and more than 60% reported actively engaging in recycling and opting for environmentally conscious products. This global health crisis also presented the fashion industry with a unique chance to shift towards more sustainable models. Granskog et al. (2020) advocate for solutions such as minimizing seasonal trends and adopting circular economy principles, which emphasize reuse, recycling, and waste reduction. These strategies not only address environmental concerns but also help establish a more responsible industry framework. Despite this positive momentum, many consumers continue to face challenges, skepticism, or inertia when it comes to embracing sustainable fashion on a broader scale. Terms like “sustainable fashion,” “ethical fashion,” “slow fashion,” and “eco-fashion” are frequently used interchangeably, though they encompass a range of practices (Fletcher, 2014). These include the use of eco-conscious materials, ethical labor practices, and waste reduction during production. While environmental values do influence some consumers to purchase sustainable clothing, others may continue buying fast fashion regardless of their stated concerns, suggesting a gap between personal values and actual behavior (Shen et al., 2013). In fact, consumer decisions are shaped by a complex mix of factors including awareness of sustainability issues, level of concern, interest in fashion, sensitivity to price, and perceptions of quality (Park et al., 2017). Among these, researchers have consistently found that pricing remains one of the most influential determinants in the decision-making process.