Preliminary communication
https://doi.org/10.51650/ezrvs.19.3-4.13
The Impact of Sustainability Information on Fast Fashion Purchase Decisions Among Generation Z
Dario Miočević
orcid.org/0000-0003-4895-7090
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
*
Magdalena Miloloža
* Corresponding author.
Abstract
This paper examines how sustainability-related information influences Generation Z’s fast fashion purchase decisions. A qualitative study was conducted using in-depth, semi-structured interviews with 24 Generation Z participants (born between 1995 and 2010) who have substantial experience purchasing fast-fashion items, particularly from the brand Zara. Data were collected through structured interviews and analyzed using content analysis. The findings show that, in practice, Generation Z consumers largely overlook sustainable attributes of clothing and instead prioritize aesthetics, trend alignment, and price when making purchase decisions. Although they expect transparency regarding key product characteristics (such as fiber composition, country of origin, and care instructions), sustainability labels are not a decisive factor in their purchase choices. The results highlight a pronounced gap between stated pro‑sustainability values and actual buying behavior. Managerially, the study illuminates the need to integrate sustainability with aesthetic and fashion-related attributes in marketing strategies, and to communicate product and supply-chain transparency in a clear and credible manner.
Keywords
fashion; fast fashion; generation Z; sustainability.
Hrčak ID:
341518
URI
Publication date:
23.12.2025.
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