Perceptions and Attitudes of Generation Z Consumers Towards Sustainable Clothing: Managerial Implications Based on a Summative Content Analysis

Kovács, Ildikó

doi:10.17512/pjms.2021.23.1.16

Cited by 13 publications

(10 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Regarding the generational perspective, numerous Gen Z consumers show a favorable predisposition towards the value of sustainability. Some scientific studies suggest that environmental awareness and sustainable attributes can mobilize them, influencing consumer behavior [41][42][43][44][45].…”

Section: Generation Zmentioning

confidence: 99%

Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted

2023

View full text Add to dashboard Cite

Vinted is a free digital sharing economy platform where individuals buy and sell second-hand apparel. It is an example of industry 4.0 that promotes an innovative and successful business model while favoring sustainable fashion consumption. Gen Z consumers are concerned about climate change and social and ethical issues. Their environmental awareness is significant. Nevertheless, their values do not always translate into sustainable consumption behavior; their role as heavy consumers in the fast-fashion market is proof of this. The research aims to delve into the motivations of Gen Z towards sustainable fashion and their perception of the eco-friendly brand attributes in the case of Vinted. From the methodological point of view, the qualitative and quantitative approaches are combined through focus group sessions and a pilot study based on a questionnaire. The results confirm that Gen Z consumers recognize and appreciate the eco-friendly attributes of Vinted, although other types of brand attributes are the ones that mostly mobilize their behavior. Some participants claim that the representation of sustainable values in Vinted’s advertising campaigns is too soft. Among the conclusions, the opportunity to revise Vinted’s brand strategy stands out, giving a more explicit role to eco-friendly attributes pursuing an effective change in Gen Z consumption behavior.

show abstract

Section: Generation Zmentioning

confidence: 99%

Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted

2023

View full text Add to dashboard Cite

show abstract

“…In general, Generation Z tends to have a limited spending budget, cannot afford new clothing and feel disappointed because they cannot follow the current fashion trends. According to Kovacs (2021), Generation Z’s clothing consumption is heavily influenced by peer pressure. To this generation, failure to follow fashion trends can be viewed as being outdated or a barrier to group acceptance and membership.…”

Section: Discussionmentioning

confidence: 99%

Secondhand clothing purchase intentions: Generation Z’s perspective

Herjanto,

Amin,

Purinton

et al. 2023

JGR

View full text Add to dashboard Cite

Purpose Based on the learning and attitudinal theories, this study aims to investigate the direct effect of two type of experiences, attitude and the indirect impact of fashion innovativeness, materialism and financial pressure on Generation Z’s secondhand clothing (SHC) purchase intention. Design/methodology/approach A total of 180 usable surveys were gathered from Generation Z participants and analyzed by a partial least-square-structural equation model. Findings The results show that attitude (SHC hygiene vs SHC fashion style) and past experiences (daily use occasion vs particular use occasion) directly affect SHC purchase intention. Furthermore, materialism, financial pressure and innovativeness drive attitudes toward SHC fashion style. Originality/value This study extends the current SHC literature by integrating two dimensions of experience (daily use occasion vs particular use occasion) and attitude (attitude toward SHC hygiene vs attitude toward SHC style).

show abstract

“…Para pebisnis dan perusahaan produsen pakaian menyadari bahwa perputaran gaya busana dipengaruhi oleh selera masyarakat dalam kurun waktu tertentu [3]- [5]. Dikutip dari survei yang dilakukan oleh Populix pada Desember 2021, gaya busana simple menjadi pilihan mayoritas masyarakat Indonesia dari berbagai kalangan dengan persentase 73% [6]. Survei ini dilakukan terhadap 1.013 yang tinggal di kota-kota besar, seperti Jakarta, Surabaya, Medan, Bandung, dan Semarang.…”

Section: Pendahuluanunclassified

“…Gaya busana kasual memiliki persentase sebesar 68%. Sedangkan gaya busana vintage merupakan pilihan gaya busana yang paling sedikit diminati yaitu sebesar 22% [6], [7].…”

Section: Pendahuluanunclassified

Analisis dan pengembangan strategi bisnis menggunakan metode value chain (Studi Kasus: PD. XYZ)

Nugroho

Siregar

Sjarifudin

et al. 2022

jenius

View full text Add to dashboard Cite

Bisnis pakaian merupakan bidang bisnis yang menjanjikan dan memiliki daya tarik bagi banyak orang, namun memiliki kompetisi persaingan yang cukup ketat. Pada penelitian ini dilakukan analisis dan pengembangan strategi bisnis menggunakan metode Value chain yang berfokus pada bisnis pakaian. Metode Value chain adalah salah satu metode analisis yang popular karena sedehana, mudah digunakan dan diterapkan dilapangan. Studi kasus yang dibahas adalah nilai penjualan PD XYZ yang tertinggal dibandingkan competitor. Jenis metode yang digunakan pada penelitian ini adalah metode kantitatif dan kualitatif. Aktifitas logistik, penjulan, pelayanan, sumber daya manusia (SDM) dan Infrastruktur perusahaan dibahas dalam penelitian ini guna mendapatkan situasi yang jelas untuk mengembangkan solusi peningkatan nilai penjualan. Hasil menunjukkan bahwa nilai penjualan PD XYZ yang selalu tertinggal sebesar 30% dibandingkan kompetitor mampu diperbaiki dan unggul sebesar 5% setelah penerapan strategi. Secara internal, strategi bisnis yang diterapkan mampu meningkatkan nilai penjualan sebesar 142% dibandingkan sebelumnya. Kontribusi penelitian ini adalah dapat dijadikan acuan analisis dan pengembangan bisnis menggunakan metode value chain untuk bisnis-bisnis lainnya.

show abstract

Perceptions and Attitudes of Generation Z Consumers Towards Sustainable Clothing: Managerial Implications Based on a Summative Content Analysis

Cited by 13 publications

References 0 publications

Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted

Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted

Secondhand clothing purchase intentions: Generation Z’s perspective

Analisis dan pengembangan strategi bisnis menggunakan metode value chain (Studi Kasus: PD. XYZ)

Contact Info

Product

Resources

About