Sostenibilidad y comportamiento de compra en la Generación Z: una revisión sistemática de literatura sobre moda ética y consumo consciente a nivel global
DOI:
https://doi.org/10.24054/face.v25i2.3808Palabras clave:
Generación Z, moda sostenible, intención de compra, marketing digital, economía circularResumen
Este estudio explora la intersección entre la moda sostenible y los hábitos de consumo de la Generación Z mediante una revisión sistemática de literatura que abarca investigaciones globales publicadas entre 2021 y 2025. La Generación Z, definida como las personas nacidas entre 1995 y 2010, está transformando la industria de la moda al priorizar valores ambientales y éticos en sus decisiones de compra. El estudio confirma dos hipótesis centrales: (1) la sostenibilidad influye positiva y significativamente en la intención de compra de moda en la Generación Z, y (2) esta sostenibilidad se percibe con mayor fuerza a través de canales digitales y plataformas sociales como TikTok e Instagram, en comparación con las tiendas físicas. Mediante una metodología estructurada basada en el enfoque de Bettany-Saltikov, se analizaron 33 artículos de acceso abierto provenientes de disciplinas como ciencias ambientales, negocios, mercadotecnia y estudios sociales. La investigación identificó tres grandes ejes temáticos: (a) percepciones de sostenibilidad en la Generación Z, (b) el papel de las plataformas digitales, (c) estrategias para promover la moda sostenible a nivel global. Los hallazgos muestran que, aunque la conciencia ambiental es alta entre la Gen Z, el comportamiento real de compra sostenible está limitado por el precio, la disponibilidad y la falta de información. Estrategias efectivas incluyen marketing digital, campañas con influencers, cadenas de suministro transparentes y programas educativos. La revisión destaca que el compromiso sostenible de esta generación ofrece una vía viable para transformar la industria de la moda, especialmente en mercados emergentes como América Latina.
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