Sustainability and Social Responsibility

Generation Z and Socially Responsible Fashion Consumption: Exploring the Value-Action Gap

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Abstract

Research on the Generation Z cohort has primarily focused on the characteristics and consumption habits of this generation in general, as well as their concerns for sustainability and support for corporate social responsibility. However, few studies have examined the extent to which matters of sustainability enter into their apparel consumption decisions. Thus, the purpose of this study was to explore whether a “value-action gap” exists between what members of the Gen Z cohort value and how they act by investigating their sustainable and responsible fashion consumption (SRFC) behaviors across the apparel consumption cycle. A total of 41 members of Gen Z (20 males and 21 females) ranging in age from 15 to 18 participated in a total of seven focus groups. Three emergent themes were identified and used to structure the interpretation: Unintentionally Sustainable, A Knowledge Conundrum, and Perceived Barriers. Although participants tended to act on their values when using and disposing of clothing, acquisition posed the biggest challenge. Future research is needed to better understand how members of Gen Z can fully engage in sustainable acquisition, use, and disposal behaviors.

Keywords: Value-Action Gap, Socially Responsible Fashion Consumption, Sustainab*, Consumer Behavior, Apparel Consumption, Adolescent, Gen Z

How to Cite:

Williams, A. & Hodges, N. J., (2020) “Generation Z and Socially Responsible Fashion Consumption: Exploring the Value-Action Gap”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11930