Understanding Generation Z’s Willingness to Pay for Sustainable Fashion: Personal and Corporate Drivers

What is it about?

Fashion is one of the industries with the greatest environmental impact, making it increasingly important to understand what encourages consumers to choose more sustainable options. This study examines how personal factors, such as altruism and consumer knowledge, together with business-related factors, including corporate social responsibility (CSR) and brand reputation, influence sustainable fashion purchasing among Generation Z consumers.

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Photo by Allison Saeng on Unsplash

Photo by Allison Saeng on Unsplash

Why is it important?

The findings show that altruism, defined as concern for the well-being of others and the environment, consumer knowledge about sustainability, and positive perceptions of a company's CSR initiatives all increase consumers' willingness to pay more for sustainable fashion. In turn, this willingness to pay a premium significantly increases the likelihood of purchasing sustainable clothing. For fashion brands, the results suggest that investing in socially responsible initiatives, communicating sustainability efforts transparently, and educating consumers about the environmental and social benefits of sustainable fashion can help strengthen relationships with Generation Z consumers and encourage more sustainable purchasing decisions.