Sustainability and purchasing behavior in Generation Z: a systematic literature review on ethical fashion and conscious consumption globally.
DOI:
https://doi.org/10.24054/face.v25i2.3808Keywords:
Generation Z, sustainable fashion, purchase intention, digital marketing, circular economyAbstract
This study explores the intersection of sustainable fashion and Generation Z's consumption habits through a systematic literature review of global research conducted between 2021 and 2025. Generation Z, defined as individuals born between 1995 and 2010, is increasingly influencing the fashion industry by prioritizing environmental and ethical values. The study confirms two core hypotheses: (1) sustainability positively affects Gen Z's intention to purchase fashion products, and (2) this sustainability is perceived more strongly through digital channels and social media platforms like TikTok and Instagram than in physical stores. Using a structured methodology grounded in Bettany-Saltikov’s approach, 33 open-access articles from diverse disciplines—ranging from environmental sciences to business—were analyzed. The research identified three major themes: (a) perceptions of sustainability by Gen Z, (b) the role of digital platforms, and (c) future strategies for promoting sustainable fashion globally. Findings suggest that while Gen Z demonstrates high environmental awareness, actual purchasing behavior is often constrained by price, availability, and lack of information. Successful strategies to foster sustainable consumption include digital marketing, influencer campaigns, transparent supply chains, and educational programs. The review emphasizes that Gen Z’s commitment to sustainability offers a viable pathway for transforming the fashion industry, especially in emerging markets like Latin America, where digital engagement and eco-consciousness are on the rise.
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