Between Awareness and Action: Exploring Gen Z’s Purchase Intentions towards Sustainable Clothing

Abstract

The fashion industry is increasingly criticized for its environmental and social impacts, making sustainable clothing a critical pathway toward responsible consumption. Generation Z, often characterized as environmentally aware and socially conscious, represents a vital consumer group for sustainable fashion. Yet, despite their strong pro-sustainability attitudes, a persistent gap remains between their intentions and actual purchase behavior. This study employs a qualitative exploratory design to investigate how Gen Z consumers perceive, consider, and make decisions about sustainable clothing choices. Using 25 semi-structured interviews and thematic analysis, four key themes emerged: (1) peer validation and social media influence, (2) affordability and accessibility barriers, (3) moral identity and environmental values, and (4) knowledge–action dissonance. Together, these findings illustrate the complex interplay between values, social expectations, and structural constraints shaping Gen Z’s purchase intentions. The study contributes by providing context-specific insights into Gen Z’s lived experiences. Practical implications for fashion brands and policymakers are also discussed.