Sustainability and Social Responsibility

Impact of COVID-19 Pandemic on Sustainable Fashion Consumption Values Among US Gen Z Consumers: Implications for Marketers

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Abstract

With consumers’ increasingly altering their lifestyle and consumption choices during the pandemic, marketers are revamping their efforts to reach consumers who may have shifted to a simpler lifestyle (Çinar, 2021). Gen Z consumers are recognized as being pragmatic (Francis & Hoefel,2018), with a strong inclination to adopt sustainable fashion practices (Dabija et al., 2019). Understanding changes in the value that Gen Z consumers attached to their fashion consumption practices during the COVID-19 pandemic in the US is critical to help fashion retailers develop adequate strategies to respond to post-pandemic consumer preferences. Voluntary Simplicity (VS) is the guiding theory for this study.

Keywords: sustainable fashion consumption, Covid 19, Gen Z, voluntary simplicity

How to Cite:

Jestratijevic, I. M. & Diddi, S., (2022) “Impact of COVID-19 Pandemic on Sustainable Fashion Consumption Values Among US Gen Z Consumers: Implications for Marketers”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.13670