Sustainability and fast fashion: Understanding Turkish generation Z for developing strategy
Source abstract
Abstract
Abstract Fast fashion, which is very popular amongst the young generation, is facing criticisms about ignoring and damaging the social and environmental aspects of sustainability recently. The aim of this research is to understand the behaviors and attitudes of Turkish Generation Z toward sustainability strategies of the fast fashion brands. Qualitative research method as an exploratory research model was used and in-depth interviews were conducted with 15 different participants. The main outcome of the research is that Gen Z is not finding fast fashion companies sincere in their sustainability approaches and although Gen Z cares about sustainability, they experience an attitude-behavior gap, which is explained by the lens of cognitive dissonance theory.
Source: crossref · Quality: baseline
Affiliations
Department of Business Administration, İstinye University , Vadi Istanbul , İstanbul , 34460 , Turkey
References (76)
Show source-provided references
1. Joy, A., Sherry, J. F., Jr, Venkatesh, A., Wang, J., Chan, R. (2012). Fast fashion, sustainability, and the ethical appeal of luxury brands. Fashion Theory, 16, 273–295.10.2752/175174112X13340749707123 ↗
2. Blazquez Cano, M., Henninger, C. E., Alexander, B., Franquesa, C. (2020). Consumers’ knowledge and intentions towards sustainability: A Spanish fashion perspective. Fashion Practice, 2020(12), 34–54.10.1080/17569370.2019.1669326 ↗
3. Fletcher, K. (2008). Sustainable fashion & textiles: Design journeys, Earthscan Publications Ltd., Oxford, UK.
4. Kozinets, R. V., Handelman, J. M. (2004). Adversaries of consumption: Consumer movements, activism, and ideology. The Journal of Consumer Research, 31, 691–704.10.1086/425104 ↗
5. Mukendi, A., Davies, I., Glozer, S., McDonagh, P. (2020). Sustainable fashion: Current and future research directions. European Journal of Marketing, 54(11), 2873–2909.10.1108/EJM-02-2019-0132 ↗
6. Huber, J., Viscusi, W. K., Bell, J. (2020). Dynamic relationships between social norms and pro-environmental behavior: Evidence from household recycling. Behavioural Public Policy, 4(1), 1–25.10.1017/bpp.2017.13 ↗
7. Lee, M. S., Seifert, M., Cherrier, H. (2017). Anti-consumption and governance in the global fashion industry: Transparency is key. In Governing corporate social responsibility in the apparel industry after Rana Plaza (pp. 147–174). Palgrave Macmillan, New York, NY, USA.10.1057/978-1-137-60179-7_5 ↗
8. McNeill, L., Moore, R. (2018). Sustainable fashion consumption and the fast fashion conundrum: Fashionable consumers and attitudes to sustainability in clothing choice. International Journal of Consumer Studies, 39, 212–222.10.1111/ijcs.12169 ↗
9. Shaw, D., Riach, K. (2011). Embracing ethical fields: Constructing consumption in the margins. European Journal of Marketing, 45, 1051–1067.10.1108/03090561111137606 ↗
10. Masunaga, S. (2020). Does fast fashion have to die for the environment to live? https://www.latimes.com/business/story/2019-11-03/fast-fashion-sustainable.
11. Goedertier, F., Weijters, B., Van den Bergh, J., Schacht, O. (2024). What does sustainability mean in the minds of consumers? A multi-country panel study. Marketing Letters, 35(2), 317–333.10.1007/s11002-023-09699-y ↗
12. Lissitsa, S., Kol, O. (2021). Four generational cohorts and hedonic m-shopping: association between personality traits and purchase intention. Electronic Commerce Research, 21, 545–570.10.1007/s10660-019-09381-4 ↗
13. Parry, E., Battista, V. (2019). Generation Z in the UK: More of the same – high standards and demands. In Generations Z in Europe (pp. 89–107). Emerald Publishing Limited.10.1108/978-1-78973-491-120191013 ↗
14. Priporas, C. V., Stylos, N., Fotiadis, A. K. (2017). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 77, 374–381.10.1016/j.chb.2017.01.058 ↗
15. Walker, C. (2021). ‘Generation Z’ and ‘second generation’: an agenda for learning from cross-cultural negotiations of the climate crisis in the lives of second generation immigrants. Children's Geographies, 19(3), 267–274. 10.1080/14733285.2020.1817334.10.1080/14733285.2020.1817334 ↗
16. Williams, A., Hodges, N. (2022). Adolescent generation Z and sustainable and responsible fashion consumption: exploring the value-action gap. Young Consumers, 23(4), 651–666. 10.1108/YC-11-2021-1419.10.1108/YC-11-2021-1419 ↗
17. Hilton, S. L., Hatami, H. (2023). The price is not right: Gen Z’s sustainable-fashion conundrum, McKinsey & Company. https://www.mckinsey.com/∼/media/mckinse y/email/genz/2023/06/2023-06-06b.html.
18. Wojdyla, W., Chi, T. (2024). Decoding the fashion quotient: an empirical study of key factors influencing US generation Z’s purchase intention toward fast fashion. Sustainability, 16(12), 5116.10.3390/su16125116 ↗
19. Hines, T., Bruce, M. (2007). Fashion marketing, Routledge, Oxford, UK.10.4324/9780080468174 ↗
20. Barnes, L., Lea-Greenwood, G. (2010). Fast fashion in the retail store environment. International Journal of Retail & Distribution Management, 38, 760–772.10.1108/09590551011076533 ↗
21. Choi, T. M., Liu, N., Liu, S. C., Mak, J., To, Y. T. (2010). Fast fashion brand extensions: An empirical study of consumer preferences. Journal of Brand Management, 17, 472–487.10.1057/bm.2010.8 ↗
22. Yoon, N., Lee, H. K., Choo, H. J. (2020). Fast fashion avoidance beliefs and anti- consumption behaviors: The cases of Korea and Spain. Sustainability, 12(17), 6907.10.3390/su12176907 ↗
23. Christopher, M., Lowson, R., Peck, H. (2004). Creating agile supply chains in the fashion industry. International Journal of Retail & Distribution Management, 32, 367–376.10.1108/09590550410546188 ↗
24. Cachon, G. P., Swinney, R. (2011). The value of fast fashion: Quick response, enhanced design, and strategic consumer behaviour. Management Science, 57, 778–795.10.1287/mnsc.1100.1303 ↗
25. De Jorge Moreno, J., Carrasco, O. R. (2016). Efficiency, internationalization and market positioning in textiles fast fashion. International Journal of Retail & Distribution Management, 44, 397–425.10.1108/IJRDM-04-2015-0064 ↗
26. Martinez Barreiro, A. (2008). Towards a new system for the fashion industry - The Zara model. Revista Internacional de Sociologia, 66, 105–122.10.3989/ris.2008.i51.111 ↗
27. Childs, M. L., Jin, B. (2014). Is Uppsala model valid to fashion retailers? An analysis from internalisation patterns of fast fashion retailers. Journal of Fashion Marketing and Management, 18, 36–51.10.1108/JFMM-10-2012-0061 ↗
28. Kim, Y., Oh, K. W. (2020). Which consumer associations can build a sustainable fashion brand image? Evidence from fast fashion brands. Sustainability, 12, 1703.10.3390/su12051703 ↗
29. The Guardian. (2013). Clothing corporations need to step up for Bangladesh factory collapse victims.
30. Rheannon, F. (2013). The lesson of Rana Plaza for CSR: Worker empowerment the key to safety? https://www.csrwire.com/blog/posts/854-the-lesson-of-rana-plaza-for-csr-worker-empowermentthe-key-to-safety (accessed on 10 December 2019).
31. Becker-Olsen, K., Potucek, S. (2013). Greenwashing. In Encyclopedia of corporate social responsibility (pp. 1318–1323). Springer, Berlin, Heidelberg.10.1007/978-3-642-28036-8_104 ↗
32. Adamkiewicz, J., Kochańska, E., Adamkiewicz, I., Łukasik, R. M. (2022). Greenwashing and sustainable fashion industry. Current Opinion in Green and Sustainable Chemistry, 38, 100710.10.1016/j.cogsc.2022.100710 ↗
33. Moisander, J., Pesonen, S. (2002). Narratives of sustainable ways of living: Constructing the self and the other as a green consumer. Management Decision, 40, 329–342.10.1108/00251740210426321 ↗
34. Pookulangara, S., Shephard, A. (2013). Slow fashion movement: Understanding consumer perceptions—An exploratory study. Journal of Retailing and Consumer Services, 20, 200–206.10.1016/j.jretconser.2012.12.002 ↗
35. Shim, S., Kim, J., Na, Y. (2018). An exploratory study on up-cycling as the sustainable clothing life at home. Fashion and Textiles, 5(1), 14.10.1186/s40691-018-0129-1 ↗
36. Jägel, T., Keeling, K., Reppel, A., Gruber, T. (2012). Individual values and motivational complexities in ethical clothing consumption: A means-end approach. Journal of Marketing Management, 28, 373–396.10.1080/0267257X.2012.659280 ↗
37. Gam, H. (2011). Are fashion conscious consumers more likely to adopt eco-friendly clothing? Journal of Fashion Marketing and Management: An International Journal, 15, 178–193.10.1108/13612021111132627 ↗
38. Gam, H. J., Cao, H., Farr, C., Heine, L. (2009). C2CAD: A sustainable apparel design and production model. International Journal of Clothing Science and Technology, 21, 166–179.10.1108/09556220910959954 ↗
39. Long, X., Nasiry, J. (2022), Sustainability in the fast fashion industry. Manufacturing & Service Operations Management, 24(3), 1276–1293.10.1287/msom.2021.1054 ↗
40. Cairns, H. M., Ritch, E. L., Bereziat, C. (2022). Think eco, be eco? The tension between attitudes and behaviours of millennial fashion consumers. International Journal of Consumer Studies, 46(4), 1262–1277.10.1111/ijcs.12756 ↗
41. Fishbein, M., Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research, Addison-Wesley Pub. Co.
42. Festinger, L. (1957). Social comparison theory. Selective Exposure Theory, 16(401), 3.
43. Armstrong, G., Kotler, P., Opresnik, M. O. (2020). Marketing: An introduction, 14th edn., Global Edition, Pearson Education Ltd.
44. Thøgersen, J. (2004). A cognitive dissonance interpretation of consistencies and inconsistencies in environmentally responsible behaviour. Journal of Environmental Psychology, 24, 93–103. 10.1016/S0272-4944(03)00039-2.10.1016/S0272-4944(03)00039-2 ↗
45. Fotuhi, O., Fong, G. T., Zanna, M. P., Borland, R., Yong, H. H., Cummings, K. M. (2013). Patterns of cognitive dissonance-reducing beliefs among smokers: A longitudinal analysis from the International Tobacco Control (ITC) Four Country Survey. Tobacco Control, 22, 52–58. 10.1136/tobaccocontrol-2011-050139.10.1136/tobaccocontrol-2011-050139 ↗
46. Achabou, M. A. (2020). The effect of perceived CSR effort on consumer brand preference in the clothing and footwear sector. European Business Review, 32(2), 317–349. 10.1108/EBR-11-2018-0198.10.1108/EBR-11-2018-0198 ↗
47. Aronson, E. (1968). Dissonance theory: Progress and problems. Theories of cognitive consistency: A sourcebook, 249(253), 12.
48. McDonald, S., Oates, C. J., Thyne, M., Timmis, A. J., Carlile, C. (2015). Flying in the face of environmental concern: Why green consumers continue to fly. Journal of Marketing Management, 31(13–14), 1503–1528. 10.1080/0267257X.2015.1059352.10.1080/0267257X.2015.1059352 ↗
49. Steele, C. M., Liu, T. J. (1983). Dissonance processes as self-affirmation. Journal of Personality and Social Psychology, 45, 5–19. 10.1037/0022-3514.45.1.5.10.1037//0022-3514.45.1.5 ↗
50. Shim, S., Kotsiopulos, A. (1992). Patronage behavior of apparel shopping: Part I. Shopping orientations, store attributes, information sources, and personal characteristics. Clothing and Textiles Research Journal, 10(2), 48–57.10.1177/0887302X9201000208 ↗
51. Keegan, F., Ritch, E. L., Siddiqui, N. (2021). The changing landscape of consumerism— Advancing the SOR framework of stimuli that encourages impulsive online consumption. In New perspectives on critical marketing and consumer society (pp. 23–37). Emerald Publishing Limited.10.1108/978-1-83909-554-220211003 ↗
52. Liapati, G., Assiouras, I., Decaudin, J. M. (2015). The role of fashion involvement, brand love and hedonic consumption tendency in fashion impulse purchasing. Journal of Global Fashion marketing, 6(4), 251–264. marketing and consumer society. Emerald Publishing Limited.10.1080/20932685.2015.1070679 ↗
53. Bawa, A., Kansal, P. (2008). Cognitive dissonance and the marketing of services: Some issues. Journal of Services Research, 8(2), 31–51.10.1007/978-0-387-73606-8_4 ↗
54. Creswell, J. W. (2013). Qualitative inquiry and research design: Choosing among five approaches, Sage.
55. Merriam, S. B. (2009). Qualitative research: A guide to design and implementation, Jossey-Bass.
56. Guest, G., Bunce, A., Johnson, L. (2006). How many interviews are enough? An experiment with data saturation and variability. Field Methods, 18(1), 59–82.10.1177/1525822X05279903 ↗
57. Ritch, E. L., Brownlie, D. (2016). Everyday dramas of conscience: Navigating identity through creative neutralisation. Journal of Marketing Management, 32(9–10), 1012–1032. 10.1080/0267257X.2016.1167108.10.1080/0267257X.2016.1167108 ↗
58. Taljaard, H., Sonnenberg, N. C., Jacobs, B. M. (2018). Factors motivating male consumers’ eco-friendly apparel acquisition in the South African emerging market. International Journal of Consumer Studies, 42(5), 461–468. 10.1111/ijcs.12441.10.1111/ijcs.12441 ↗
59. Wiederhold, M., Martinez, L. F. (2018). Ethical consumer behaviour in Germany: The attitude-behaviour gap in the green apparel industry. International Journal of Consumer Studies, 42(4), 419–429. 10.1111/ijcs.12435.10.1111/ijcs.12435 ↗
60. Wilken, R., Schmitt, J., Dost, F., Bürgin, D. (2024). Does the presentation of true costs at the point of purchase nudge consumers toward sustainable product options? Marketing Letters, 35(4), 589–602.10.1007/s11002-023-09713-3 ↗
61. Ritch, E. L. (2020). Socially responsible fashion practice: Looking good and feeling good. In: L. McNeil, (Ed.). Transitioning to responsible consumption and production. Transitioning to sustainability (pp. 265–285). MDPI.10.3390/books978-3-03897-873-2-4 ↗
62. Uzun, D. (2024). Sürdürülebilir pazarlama kapsamında tüketicilerin elektrikli araç satın alma niyeti. Holistic Economics, 3(2), 43–58.10.55094/hoec.2662 ↗
63. Noh, Y. (2019). The effects of corporate green efforts for sustainability: An event study approach. Sustainability, 11(15), 4073.10.3390/su11154073 ↗
64. Blasi, S., Brigato, L., Sedita, S. R. (2020). Eco-friendliness and fashion perceptual attributes of fashion brands: An analysis of consumers’ perceptions based on twitter data mining. Journal of Cleaner Production, 244, 118701.10.1016/j.jclepro.2019.118701 ↗
65. Delmas, M. A., Burbano, V. (2011). The drivers of greenwashing. California Management Review, 54(1), 64–87.10.1525/cmr.2011.54.1.64 ↗
66. TerraChoice. (2010). The sins of greenwashing: Home and family edition 2010: A report on environmental claims made in the North American consumer market. https://www.theguardian.com/commentisfree/2013/sep/18/bangladesh-factory-victims-corporations (accessed on 10 December 2019).
67. Nyilasy, G., Gangadharbatla, H., Paladino, A. (2014). Perceived greenwashing: The interactive effects of green advertising and corporate environmental performance on consumer reactions. Journal of Business Ethics, 125(4), 693–707.10.1007/s10551-013-1944-3 ↗
68. Kelley, H. H. (1973). The processes of causal attribution. American Psychologist, 28(2), 107.10.1037/h0034225 ↗
69. Weiner, B. (2000). Attributional thoughts about consumer behavior. Journal of Consumer Research, 27(3), 382–387.10.1086/317592 ↗
70. Parguel, B., Benoˆıt-Moreau, F., Larceneux, F. (2011). How sustainability ratings might deter ‘greenwashing’: A closer look at ethical corporate communication. Journal of Business Ethics, 102(1), 15–28.10.1007/s10551-011-0901-2 ↗
71. Schuldt, J. P., Hannahan, M. (2013). When good deeds leave a bad taste. Negative inferences from ethical food claims. Appetite, 62, 76–83.10.1016/j.appet.2012.11.004 ↗
72. Ashforth, B. E., Gibbs, B. W. (1990). The double-edge of organizational legitimation. Organization Science, 1(2), 177–194.10.1287/orsc.1.2.177 ↗
73. Gupta, K., Singh, N. (2024). Greenwashing perception and attitude-intention relationship towards green products purchase: a mediating model. Environment, Development and Sustainability, 1–24. 10.1007/s10668-024-05486-5.10.1007/s10668-024-05486-5 ↗
74. Lu, X., Sheng, T., Zhou, X., Shen, C., Fang, B. (2022). How does young consumers’ greenwashing perception impact their green purchase intention in the fast fashion industry? An analysis from the perspective of perceived risk theory. Sustainability, 14(20), 13473.10.3390/su142013473 ↗
75. Hanss, D., Böhm, G. (2012). Sustainability seen from the perspective of consumers. International Journal of Consumer Studies, 36(6), 678–687.10.1111/j.1470-6431.2011.01045.x ↗
76. Dataset 10.6084/m9.figshare.6025748.v1.