This research examines how Generation Z (Gen Z) consumers decide whether to purchase sustainable clothing, particularly in an era where social media and digital technology strongly influence consumer behavior.
1. Purpose of the study
The main objective is to understand how four factors influence Gen Z's intention to buy sustainable apparel:
Social media influence: Fashion trends, influencers, online reviews, and sustainability campaigns can shape consumers' purchasing decisions.
Brand loyalty: Consumers may prefer brands they trust and believe are committed to environmental and social responsibility.
Perceived risk: Concerns about price, product durability, quality, and whether sustainability claims are genuine may discourage purchases.
Product quality: Consumers are more likely to consider sustainable clothing when it offers good quality, durability, comfort, and value for money.
2. Research methodology and findings
The study uses a cross-sectional survey involving 187 respondents, predominantly young adults in India, to investigate the relationships between these factors and purchase intentions.
According to the abstract provided, all four factors significantly influence Gen Z's intention to purchase sustainable clothing. This suggests that sustainability alone may not be enough; consumers also consider trust, product performance, online influence, and purchasing risks.
3. Role of digital technology and information systems
An important aspect of this journal is the connection between consumer behavior and digital transformation. It highlights how fashion businesses can use:
Artificial intelligence (AI): To recommend sustainable products based on individual preferences.
Augmented reality (AR): To allow customers to virtually try on clothing before purchasing, potentially reducing returns and waste.
Blockchain technology: To improve transparency and traceability of materials, sourcing, and production.
Social media platforms: To communicate sustainability initiatives and build customer trust.
4. Business and management implications
The research suggests that fashion companies should integrate sustainability into their business strategies rather than treating it merely as a marketing campaign. Businesses should maintain high product standards, provide clear sustainability information, offer reliable return policies, and develop personalized online shopping experiences.
These measures may help strengthen customer confidence, improve brand loyalty, and increase purchase intention.
5. Connection to the Sustainable Development Goals (SDGs)
The topic supports three relevant United Nations Sustainable Development Goals:
SDG 12 – Responsible Consumption and Production: Encouraging durable clothing, responsible purchasing, and reduced textile waste.
SDG 13 – Climate Action: Reducing environmental impacts associated with fashion production and consumption.
SDG 8 – Decent Work and Economic Growth: Supporting responsible business practices and better working conditions throughout the fashion supply chain.
6. Overall conclusion
The key message of this journal is that sustainable fashion purchasing depends not only on environmental awareness but also on social influence, brand trust, perceived risk, product quality, and digital shopping experiences.
From a business management perspective, the research helps managers understand how consumer insights and information systems can support sustainable business models, strengthen customer relationships, and create competitive advantage.
Research limitation: The study surveyed 187 respondents, predominantly young adults in India. Its findings may not represent all Gen Z consumers globally, including those in Malaysia. Furthermore, purchase intention does not necessarily translate into actual purchasing behaviour.
Source: Yeo, S. F., Tan, C. L., Lim, K. B., and co-authors (2025), Sustainable Choices in Fashion: Insights into Gen Z's Purchasing Behaviour, DOI: 10.33168/JLISS.2025.0611.
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