To Explore and Analyse the Attitude, Behaviour, And Purchasing Decisions of Generation Z (Gen Z) Consumers Towards Sustainable Fashion

The study explores the attitudes, behaviours, and purchasing decisions of Generation Z (Gen Z) consumers toward sustainable fashion in the Indian context. As the environmental consequences of fast fashion gain increasing visibility, understanding how the most digitally connected and socially conscious generation engages with sustainability has become vital for shaping responsible consumption patterns. This research investigates the complex interplay between sustainability awareness, brand trust, price perception, and perceived fashionability, and how these factors influence Gen Z’s consumer attitudes and behaviours. Adopting a quantitative methodology supported by preliminary qualitative interviews, data were collected from 115 Gen Z respondents through a structured survey. The conceptual model examined consumer attitude as a mediating variable between four key independent variables and the dependent variable — consumer behaviour and purchasing decisions toward sustainable fashion. Statistical tools such as descriptive analysis, correlation, regression modelling, and sentiment analysis were employed using Microsoft Excel, Jamovi, and NVivo. Findings reveal that while Gen Z exhibits high awareness of environmental issues and holds favourable attitudes toward sustainable fashion, this does not consistently translate into actual purchase behaviour — confirming the existence of an attitude-behaviour gap. Among all variables, sustainability awareness and brand trust showed the strongest influence on attitude formation, whereas fashionability and price perception had limited direct effects on behaviour. Sentiment analysis of open-ended responses highlighted key barriers including affordability, limited style options, and brand skepticism, especially regarding greenwashing. The research contributes theoretically by validating the applicability of the Theory of Planned Behaviour (TPB), the Consumers’ Sustainability Consciousness (CSC) Construct, and the Stimulus-Organism-Response (SOR) model in the sustainable fashion context. Managerial implications suggest that brands must adopt multidimensional strategies—emphasising transparency, affordability, and style innovation—while aligning their communication with Gen Z values. Limitations such as sample size, urban-centric bias, and reliance on self-reported data are acknowledged, with recommendations for future research including cross-cultural comparisons, longitudinal studies, and experimental interventions. This study offers actionable insights for marketers, educators, and policymakers aiming to bridge the intention-action gap and build a more sustainable fashion ecosystem driven by Gen Z.