Sustainability and Social Responsibility

Examining Gen Z consumer sustainable clothing consumption preferences through the lens of perceived value

---

Abstract

Resale emerges as a vital component, extending product lifespans and reducing waste. Gen Z's preference for resale aligns with their values. This research intends to 1) examine Gen Z consumers’ preferences in clothing consumption and their sustainable clothing consumption patterns, and 2) examine how this consumer cohort’s value perceptions shape their participation in the fashion research market as a pre-owned product seller or buyer. The study employs a four-dimensional model to understand Gen Z consumer values, revealing that pro-environmental beliefs and perceived resale benefits significantly influence attitudes and acceptance. However, differences emerge within Gen Z, emphasizing the need for nuanced marketing strategies. The findings underscore the mainstreaming of sustainable practices among Gen Z, urging fashion brands to prioritize circular consumption options for continued industry alignment with evolving consumer values.

Keywords: resaleresale, Gen Z, sustainable consumption, perceived value, segmentation, resale

How to Cite:

Liu, C., Bernardoni, J. & Wang, Z., (2024) “Examining Gen Z consumer sustainable clothing consumption preferences through the lens of perceived value”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17116