DOI: 10.1111/fcsr.

12475

ORIGINAL ARTICLE

Exploring the perceptions and motivations of Gen Z

and Millennials toward sustainable clothing

Amy Manley | Yoo-­Kyoung Seock | Jeongah Shin

Department of Textiles, Merchandising, and Abstract

Interiors, The University of Georgia, Athens,
GA, USA
This study explores consumers' perceptions of sustainable
clothing and motivations for purchasing it. An analysis of
Correspondence 682 Generation Z and Millennial consumers shows both
Yoo-­Kyoung Seock, Department of
Textiles, Merchandising, and Interiors, The
similarities and differences in their perceptions as well as
University of Georgia, Athens, GA, USA. their perceived importance, value, and need for sustain-
Email: [email protected] able clothing consumption. Descriptive statistics, t-­tests,
and text mining were used for analysis. Respondents were
aware that sustainable clothing plays an important role in
the overall environmental movement and has ecological
benefits. However, researchers, educators, and businesses
need stronger communication on other aspects of sustain-
able clothing. Understanding consumers' priorities and
knowledge gaps can help the industry encourage sustain-
able clothing consumption.

K EY WOR DS
Generation Z, Millennials, motivation, perception, sustainable
clothing, sustainable clothing consumption

I N T RODUC T ION

Global social movements are pushing for corporate accountability and radical business
transparency and especially for sustainable products. Granskog et al. (2020) found that con-
sumer engagement in sustainability has deepened during the COVID-­19 crisis, with 57% of
respondents to their survey reporting that they had changed their lifestyle to reduce their en-
vironmental impact, and more than 60% reporting recycling and purchasing environmentally
friendly products. They also noted that the COVID-­19 crisis serves as an opportunity for the
fashion industry to increase sustainability through strategies such as reduced seasonality and
scaling circular business models. However, consumers are still reluctant to make sustainable
purchases due to perceived barriers, hesitations, and resistance (Rausch & Kopplin, 2021).
The issue of sustainable clothing and its consumption is multifaceted. The terms “sustain-
able,” “ethical,” “slow,” and “eco” fashion are often used interchangeably (Fletcher, 2014).

This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and
reproduction in any medium, provided the original work is properly cited.
© 2023 The Authors. Family & Consumer Sciences Research Journal published by Wiley Periodicals LLC on behalf of American
Association of Family and Consumer Sciences.

Fam Consum Sci Res J. 2023;51:313–327.  wileyonlinelibrary.com/journal/fcsr | 313

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314 |    FAMILY AND CONSUMER SCIENCES RESEARCH JOURNAL

Sustainable fashion involves a range of practices, such as using eco-­friendly materials, ensur-
ing fair labor conditions, and reducing garment production. Although environmental concerns
and values motivate people to purchase sustainable fashion, buying nonsustainable clothing
does not necessarily reflect a person's ethical consciousness or views about the environment
(Shen et al., 2013). Sustainable consumption intentions do not always align with actual behav-
ior. Consumers' purchase decisions are influenced by a complex mix of differently weighted
attributes, such as sustainability knowledge, sustainability concern, fashion consciousness,
price sensitivity, and product quality (Park et al., 2017). Researchers noted that price and
style are among the barriers to sustainable fashion consumption (Brandão & da Costa, 2021;
Rausch & Kopplin, 2021).
Sustainable clothing is a broad, multidimensional product category with environmen-
tal, economic, ethical, and social factors (Kang et al., 2013; Lundblad & Davies, 2016; Shen
et al., 2013). Kumar et al. (2017) noted that every party involved in the fashion industry, includ-
ing researchers, producers, marketers, and retailers, needs consistent language for sustainable
products. Defining what sustainable clothing is can be difficult. For example, research on one
type of consumer product, such as organic cotton, limits the definition of sustainable clothing
based on limited consumer knowledge and perspectives (Kang et al., 2013). Kang et al. (2013)
described sustainable clothing as products that do not deplete resources when produced or
used. However, this definition is limiting because it only includes the environmental factor,
whereas consumers understand sustainability as including social, environmental, and ethi-
cal factors. In Shen et al.'s study (2013), undergraduate fashion students were asked how they
perceive sustainable clothing. The study identified eight dimensions of sustainable clothing
perception: organic, vegan, fair trade, vintage, locally made, recyclable, artisan, and custom.
However, the results were limited by a small and nondiverse sample. More studies are needed
to investigate the perception of sustainable clothing and the driving factors behind sustainable
clothing consumption among a broader consumer population.
According to Reda and Kapoor (2021), Gen Z and Millennial consumers make more sus-
tainable or ethical purchases than any other population segment. Gen Z, also known as the
post-­Millennial generation, refers to individuals born between 1997 and 2012, and Millennials
are individuals born between 1981 and 1996 (Dimock, 2020). Amed et al. (2018) estimated that
the combined spending power of Gen Z and Millennial cohorts in the United States is about
$350 billion (around $150 billion for Gen Z and around $200 billion for Millennials). They
also noted that these consumer groups are concerned about social and environmental issues.
A study by Simon-­Kucher and Partners (2021) revealed that younger consumers are actively
seeking ways to be more sustainable. The study found that Generation Z (39%) and Millennials
(42%) were more likely to pay more for sustainable products or services than Generation X
(31%) or Baby Boomers (26%). According to Montgomery (2022), sustainability is one of the
top concerns for consumers when shopping for clothing and textiles. A survey comparing the
number of consumers who purchased sustainable products between 2021 and 2022 found that
90% of Gen Z consumers bought sustainable products, compared with 85% of Millennials,
84% of Gen X, and 78% of Baby Boomers (Montgomery, 2022). As consumers, both Gen Z and
Millennials are expected to continue to have a significant impact on the economy. The purpose
of our study is to examine sustainable clothing perceptions and purchase motivations among
Generation Z (Gen Z) and Millennials. The study also investigates how values, importance,
and needs for sustainable clothing consumption differ between these two age groups.
To comprehend how people perceive sustainable clothing and encourage sustainable con-
sumption practices, it is crucial to use consumer-­c entric approaches to gain unique perspec-
tives and experiences from consumers and adapt to their values and opinions. This study sheds
light on consumer understanding of sustainable clothing and the terminology they associ-
ate with creating a healthy, sustainable community and environment. Fashion researchers,
educators, and businesses can use this information to create communication and marketing
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CLOTHING    | 315

strategies that increase knowledge of sustainable clothing and promote sustainable consump-
tion. For this study, we chose to use the word “clothing” rather than other related terms such
as “style,” “textiles, or “apparel” because “clothing” is more familiar to consumers.

L I T E R AT U R E R EV I E W

“Sustainability” is a broad term and can refer to many different aspects, particularly environ-
mental factors (for instance, the use of natural resources, the impact on the environment, and
animal welfare) and social factors (such as employee welfare) (Koszewska, 2011; Magnuson
et al., 2016). Fashion and sustainability may seem incompatible. Fashion is characterized by
hedonism and short product life cycles (Ertekin & Atik, 2015), whereas sustainability is charac-
terized by ethics, durability, and reusing products (Cervellon et al., 2010). However, the fashion
industry has become increasingly concerned about sustainability as consumers and compa-
nies demand more accountability. But no standard definition of “sustainable fashion” exists.
Terms used to describe sustainable fashion include organic, green, fair trade, sustainable, slow,
eco, and so forth (Cervellon et al., 2010). Definitions of sustainable fashion can address other
concerns such as animal cruelty, environmental damage, and worker exploitation (Bianchi &
Birtwistle, 2010; Blanchard, 2013). Sustainability involves more than just manufacturing; tex-
tile waste grew by an average of 2 million tons per year between 2005 and 2010 (Niinimäki &
Hassi, 2011), and laundering consumes around 82% of the energy a garment requires during its
lifetime (Fletcher, 2014). Cervellon et al. (2010) argued that a definition of sustainable clothing
should include aspects of consumption such as laundering, reuse, and disposal. A lack of clear
definition and resulting confusion among consumers led to the following research question:
RQ 1: What are the perceptions of sustainable clothing among Gen Z and Millennials?
Sustainability has become a prominent concept in fashion over the past few decades (Kim
et al., 2019), leading to terms such as eco-­fashion, ethical fashion, and green fashion (Mukendi
et al., 2020). Manufacturers, retailers, independent producers, and public authorities have
been investigating more sustainable ways of producing and consuming goods and services.
Sustainability in fashion is, however, an afterthought for most consumers (Grose, 2019). Despite
consumers' reported support for sustainable fashion, it does not translate into behavior (Hur
& Cassidy, 2019; Kong & Ko, 2017; Vehmas et al., 2018). Barriers to purchasing sustainable
clothing include price, design considerations, lack of accessibility, and lack of awareness of
sustainable options (Tey et al., 2018). Furthermore, while consumers may favor sustainability,
they may not have enough knowledge or information about it to pursue sustainable clothing
purchases (Evans & Peirson-­Smith, 2018; Noh & Johnson, 2019).
Another barrier to consumers' seeking sustainable fashion is businesses' one-­size-­fits-­all
approach to communicating about sustainability (Park et al., 2017). Businesses may not factor
in different consumers' perceptions of sustainability or prior knowledge about sustainabil-
ity. One way businesses can improve communication is by segmenting consumers (McDonald
& Dunbar, 2004) to create strategies based on diverse interests, needs, and literacy levels.
However, segmentation techniques are rarely used in sustainability communication (Quinn
et al., 2007). It can be challenging to develop communication strategies that increase consumer
awareness and willingness to buy sustainable clothing. Consumers may distrust marketing
and communication strategies with vague messages that lack proof of sustainability (James
& Montgomery, 2017), perceiving such forms of communication as greenwashing, i.e., mis-
leading consumers about a company's environmental practices (Parguel et al., 2015). However,
providing more credible information about product sustainability helps increase sustainable
behavior (Han & Stoel, 2016; Sadachar et al., 2016).
Both Gen Z and Millennial consumers increasingly prioritize sustainability in their
clothing consumption habits. Among Millennials, 63% are willing to spend more on
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316 |    FAMILY AND CONSUMER SCIENCES RESEARCH JOURNAL

sustainable goods than conventional items (Piggott, 2022). Moreover, 88% of young con-
sumers (Millennials and Gen Z) would rather buy from a brand that is committed to sustain-
ability (Berg et al., 2019). However, while these generations desire to purchase sustainable
clothing, some challenges make it difficult to do so, especially price and information abil-
ity (Wood, 2022). Various factors can influence the sustainable consumption behaviors of
Gen Z and Millennial consumers. These factors may vary among different age groups.
According to Diddi et al. (2019), college students engage in sustainable clothing consump-
tion because of their perceived value, sustainability mindset, and uniqueness, while the
primary reasons for not consuming sustainable clothing are perceived lack of style, budget
constraints, and skepticism. Chi et al. (2021) found that female Millennials prioritize func-
tional value (e.g., price and performance) over sustainability value when purchasing ath-
leisure clothing, but tend to buy from well-­k nown, sustainable companies whose products
align with their beliefs. This finding suggests that while functional value is important for
this group, sustainability can also influence purchasing decisions, particularly, when it is
associated with a company or brand that aligns with their values.
Despite its increasing popularity, few studies are available on sustainability in cloth-
ing or fashion. Furthermore, existing sustainability studies use inconsistent and various
terms and contexts. Sustainable clothing is a broad term that can be difficult to define,
and no one-­s ize-­f its-­a ll definition or perception applies to all contexts. As sustainability
in fashion is rapidly evolving as interest and popularity grow, it is imperative to continue
studying this topic in order to better understand the value and motivations of Gen Z and
Millennial consumers. The present study aims to provide a more specific and nuanced un-
derstanding of these concepts and identify the motivations and values that drive people's
choices and behaviors related to sustainable clothing, such as environmental concerns,
social responsibility, personal values, and practical considerations. These findings can
help with developing effective strategies and initiatives to promote sustainability in the
fashion industry.
Based on the literature review, additional research questions were developed to guide the
current study:
RQ 2: Does the perception of the importance, value, and need for sustainable clothing con-
sumption differ by age group?
RQ 3: What are the reasons for different age groups to purchase or not purchase sustainable
clothing?

M ET HOD OL OGY

This study explored consumers' perceptions of and motivations for purchasing sustainable
clothing. The sample population consisted of undergraduate and graduate students at a
major public university in the southeastern United States. An online survey was created in
Qualtrics. The questionnaire consisted of open-­e nded questions, 5-­p oint Likert scale ques-
tions, and demographic questions (see Table 1). Measurement items were adapted from a
previous study by Lundblad and Davies (2016). We modified their semi-­structured inter-
view questions to fit our research. Both quantitative and qualitative methods were used
to gain a comprehensive and balanced understanding of sustainable clothing perceptions.
We used both a quantitative approach to identify trends and patterns in the sample popu-
lation and a qualitative approach to explore the meanings and experiences behind those
trends. We included open-­e nded questions to allow participants to share any informa-
tion or knowledge they had about sustainable clothing in their own words and avoid con-
straints from the language used by previous studies. This method was intended to provide
a more nuanced and in-­depth understanding of sustainable clothing and its consumption
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CLOTHING    | 317

TA BL E 1 Measurement scale items.

No. Statement/Question Response format

1 In your own words, how would you describe “sustainable clothing?” Open-­ended
2 How important is sustainable clothing consumption to you? 5-­point Likert scale
3 How much do you value sustainable clothing consumption? 5-­point Likert scale
4 How necessary is sustainable clothing consumption in your daily life? 5-­point Likert scale
5 Based on your description of “sustainable clothing,” have you ever purchased Yes/No
sustainable clothing?
6 If you answered “Yes,” please tell us your motivation(s) for purchasing Open-­ended
sustainable clothing. Please feel free to share your thoughts and opinions
with us as much as possible in the space below
7 If you answered ‘No,’ please tell us why you have not purchased sustainable Open-­ended
clothing. Please feel free to share your thoughts and opinions with us as
much as possible in the space below
8 Are you a student? Yes/No
10 What is your occupation? Open-­ended
11 If you are an undergraduate or graduate student, what is your major, minor and/ Open-­ended
or area of study?
12 Gender (Male/Female/Other) Selection
13 What age are you? (18–­25, 26–­30, 31–­35, 36–­40, over 40) Selection

and help contextualize the findings in a way that is not possible with a single approach.
After approval from the Internal Review Board, we distributed the online survey through
the university email listserv. The survey was voluntary, and no incentives were given to
participants.
We received over 1000 responses; however, only respondents who met the sample criteria
(age 18–­4 0) were included in the analysis. Respondents were asked to select their age in in-
cremental ranges (18–­25, 26–­30, 31–­35, 35–­4 0, and over 40). Respondents were then labeled
according to their age cohort, with Generation Z defined as those aged 18–­25 at the time of
the study, born between 1997 and 2003, and Millennials defined as those aged 26–­4 0, born
between 1981 and 1996. A total of 682 responses were used for further analysis. Most re-
spondents (77.7%) were 18–­25 years old (Gen Z), and the rest were 25–­4 0 (Millennials). All
respondents were students. For Gen Z, gender included 77.7% females, 20.2% males, and
2.1% others. For Millennials, gender included 71.1% females, 26.3% males, and 2.6% other.
In addition, most participants (77.4%) said that they had purchased sustainable clothing
in the past.

F I N DI NG S

RQ 1: What are the perceptions of sustainable clothing among Gen Z and

Millennials?

To answer our first research question, we used text mining techniques to identify the words
that Generation Z and Millennials used to describe their perceptions of sustainable cloth-
ing. We extracted keywords from the open-­ended responses using Rapid Miner and then cre-
ated word clouds for Gen Z and Millennials using R software. Before uploading responses to
RapidMiner, we excluded responses where questions were left blank. Table 2 shows descriptive
statistics of the data, including the number of documents, number of characters (excluding
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318 |    FAMILY AND CONSUMER SCIENCES RESEARCH JOURNAL

TA BL E 2 Descriptive statistics of the corpora (perception of sustainable clothing).

Perception of sustainable clothing

Generation Z Millennials

Number of responses 531 158

Number of characters excluding spaces (average of 109,551 (206) 36,287 (230)
characteristics per document)
Number of words (number of words after stemming) 1468 (994) 878 (643)

spaces), and number of words. The number of Gen Z responses (n = 531) was higher than the
number of Millennial responses (n = 158). However, the average number of characters that Gen
Zs and Millennials used to describe their perception of sustainable clothing was similar: 206
and 230, respectively.
Using the “process document” operator in RapidMiner, we tokenized data so that words
in the text could be grouped together and counted (Hofmann & Klinkenberg, 2016). Next,
stopwords filters were added, making the text readable and transforming the text into all
lower cases since any text with an uppercase letter could be counted and grouped differently
(Ryan, 2016). Then we removed short strings of text (less than 4, such as I, am, was, etc.) and
long strings (more than 26) using the “filter tokens by length” setting. Last, we used a stem-
ming process to group words with the same meaning but written in different forms (Kalra
& Aggarwal, 2017). For example, we replaced the words like “thrift” and “thrifting” with
“thrifted,” “fast” with “fast-­fashion,” and “friendly” with “eco-­friendly,” based on the con-
text of participants' responses. The stemming process reduced the number of words used in
Gen Z's responses from 1468 to 994 and in Millennials' from 868 to 643. We then eliminated
extraneous words (“made,” “think,” “buying,” “using,” etc.) and sorted the remaining words
by the total number of occurrences to extract the top 25 words each group used to describe
sustainable clothing (Table 3).
As shown in Table 3, “sustainable” was the most common word used by both age groups in
describing their perceptions of sustainable clothing. The respondents' frequent use of the word
“sustainable,” as well as “eco-­friendly” and “nonharmful,” suggests that these words are in-
grained within their descriptive vocabulary. Environmental terms predominated the language
used by both groups. Several verb-­linked, action phrases were used to describe sustainable
clothing, including “reducing waste” or “anti-­pollutant.” These word choices show consumers'
awareness of and priorities for specific environmental stressors and other factors they saw as
necessary for clothing to be considered sustainable.
The frequent use of the word “recycled” suggests that consumers are highly aware of this
concept because of its frequent use in marketing and other contexts. While recycling is a rel-
atively specific term, many other terms used were subjective jargon that consumers may have
heard from corporate social responsibility communication. For example, respondents said
that they wanted clothing to be “long lasting” but did not communicate how long something
must last in order to be considered sustainable. Similarly, they frequently used the term “fair-­
labor,” which could reference many different situations, laws, or practices, but did not specifi-
cally describe what they considered to be fair labor.
Overall, the frequencies of the top 25 keywords show significant similarities for both Gen
Z and Millennials in describing their perception of sustainable clothing. Seventeen terms
were used by both age groups. The only four words/phrases used by just one group were “re-
purposed” and “safe-­working condition” for Gen Z and “organic materials” and “local” for
Millennials.
From the list of frequently used words for Gen Z and Millennials, we used R software to
create word clouds illustrating the frequency of use through different colors and font sizes (see
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CLOTHING    | 319

TA BL E 3 Top 25 words used to describe sustainable clothing by Gen Z and Millennials.

Generation Z Millennials

Keywords Count Keywords Count

Sustainable 494 Sustainable 148

Environmental 215 Recycled 64
Recycled 175 Environmental 57
Fair-­labor 132 Long-­lasting 42
Long-­lasting 129 Fair-­labor 31
Ethical 126 Ethical 23
Anti-­fast fashion 103 Eco-­friendly 23
Eco-­friendly 85 Natural 22
Secondhand 80 Secondhand 22
Thrifted 77 Renewable 21
Reducing waste 67 Reducing waste 21
Reusable 60 Nonharmful 20
Nonharmful 60 Organic 15
Minimal 46 Thrifted 14
Natural 43 Fair-­wage 14
Carbon-­footprint 35 Reducing water 14
Fair-­wage 35 Minimal 13
Antipollutant 32 Anti-­fast fashion 12
Renewable 31 Antipollutant 12
Reducing water 27 Reusable 12
High- ­quality 26 Carbon-­footprint 11
Safe-­working condition 25 Durability 10
Biodegradable 24 High- ­quality 10
Durability 22 Biodegradable 9
Repurposed 22 Local 8

Figures 1 and 2). This form of data representation is rare in fashion studies; however, the word
clouds emphasize the similarities and differences between the two age groups and clarify each
group's individual text evaluations.

RQ 2: Does perception of the importance, value, and need for sustainable clothing
consumption practices differ by age group?

In addressing our second research question, we used independent sample t-­tests to deter-
mine whether Gen Z and Millennials had different perceptions of the importance, value,
and necessity of sustainable clothing consumption. Due to the wide disparity in participant
sample sizes (Gen Z = 530, Millennial = 152), equal variances could not be assumed. Results
showed a significant difference in perceived importance: t (235.80) = 2.69, p = 0.008, demon-
strating that Generation Z (M = 3.76) perceived sustainable clothing consumption as more
important than their Millennial counterparts (M = 3.49). The perceived value of sustainable
clothing consumption was also significantly different: [t (241.63) = 2.96, p = 0.003]. Gen Z con-
sumers (M = 3.92) considered sustainable clothing more valuable than Millennial consumers
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320 |    FAMILY AND CONSUMER SCIENCES RESEARCH JOURNAL

FIGURE 1 Visual representation of text data on perceptions of sustainable clothing among Generation Z.

(M = 3.63). Finally, the groups differed significantly in their perceived need for sustainable
clothing: t (235.39) = 3.07, p = 0.002. Sustainable clothing was perceived as more important and
necessary by Gen Z participants (M = 3.13) than by Millennials (M = 2.78). Overall, the t-­test
results indicate that Generation Z is more concerned with sustainable clothing consumption
than Millennials are (see Table 4).

RQ 3: What are the reasons for different age groups to purchase or not purchase
sustainable clothing?

In answering our third research question, we used text mining techniques to analyze the re-
sponses and identify the words that Generation Z and Millennials used to describe their rea-
sons for buying sustainable clothing. Participants were excluded if they answered that they
had not purchased sustainable clothing in the past, leaving 422 responses from Gen Z and 114
responses from Millennials. The average numbers of characters that Gen Z and Millennials
used to describe their reasons were similar: 184 and 171, respectively (see Table 5).
We employed the same text mining process and keyword extract procedures as described
for research question 1. The text data were tokenized, filtered, and transformed to lowercase
(Hofmann & Klinkenberg, 2016; Kalra & Aggarwal, 2017; Ryan, 2016). Both short strings of
text (less than 4) and long strings of text (more than 26) were removed. In the stemming pro-
cess, we replaced words like “afford,” “affords,” and “affording” with “affordable”; “ethically”
and “ethic” with “ethical”; and “fast” with “fast-­fashion.” The stemming process reduced the
total number of words in Gen Z's responses from 1381 to 997 and in Millennials' responses
from 658 to 508.
We sorted cleaned words by the total number of occurrences and extracted the top 10
words. We then realized that single keywords were too limited, so we reviewed all original
responses which included extracted keywords and inserted verbs to make the keywords more
accurate. For example, “waste” was in the top six keywords for both groups. We reviewed
the original responses that contained waste, and then added the verb “reduce” to create the
phrase “reduce waste.”
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CLOTHING    | 321

FIGURE 2 Visual representation of text data on perceptions of sustainable clothing among Millennials.

TA BL E 4 T-­tests for perceived importance, value, and need of sustainable clothing consumption.

Mean

Dependent variables Gen Z (N = 530) Millennial (N = 152) df t-­Value

Perceived importance of sustainable clothing 3.76 3.49 235.80 2.69a

consumption
Perceived value of sustainable clothing 3.92 3.63 241.63 2.96a
consumption
Perceived necessity of sustainable clothing 3.13 2.78 235.39 3.07a
consumption
a
p < 0.01.

TA BL E 5 Descriptive statistics of the corpora (reasons for purchasing sustainable clothing).

Motivation for sustainable clothing purchase

Generation Z Millennials

Number of responses 422 114

Number of characters excluding spaces (average of 77,852 (184) 19,532 (171)
characteristics per document)
Number of words (number of words after stemming) 1381 (997) 658 (508)

Table 6 shows the top 10 words used by Gen Z and Millennials to describe their reasons
for buying sustainable clothing. For Generation Z respondents, the primary reasons they
purchased sustainable clothing included protecting the environment, getting a cheaper price,
avoiding fast fashion, supporting ethical labor practices, and supporting ethical practices. In
addition, they cited reducing waste, saving the earth, decreasing carbon footprint, and finding
unique/vintage styles. Millennials, meanwhile, said that they bought sustainable clothing to
protect the environment, save money, reduce waste, avoid fast fashion, and find affordable
clothes. They also said that they supported ethical practices, wanted high-­quality clothes, and
cared about the environment.
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322 |    FAMILY AND CONSUMER SCIENCES RESEARCH JOURNAL

TA BL E 6 Top 10 words used to describe reasons for purchasing sustainable clothing by Gen Z and Millennials

Generation Z Millennials

Keywords Count Keywords Count

Protect environment 196 Protect environment 44

Cheaper price 124 Save money 26
Avoid fast fashion 107 Reduce waste 23
Promote ethical labor practice 102 Avoid fast fashion 14
Support ethical practice 82 Affordable price 12
Reduce waste 64 Support ethical practice 11
Save money 34 Promote ethical labor practice 11
Save earth 27 Feel positive 9
Decrease carbon footprint 22 Want high quality 6
Find unique/vintage style 21 Climate concern 5

The most common reason given by both groups for purchasing sustainable clothing was
their environmental perception of the need for increased protection of the planet. The next
most common phrases used by both age groups were also similar. Both Gen Z and Millennials
were motivated to purchase sustainable clothing for three main reasons. First, they perceived
that they could save money by buying secondhand or by owning higher-­quality items that
would last longer. Second, both groups perceived that they could help reduce global waste by
purchasing sustainable clothing. Third, they perceived that they were purchasing items from
companies using ethical practices for labor and materials. Another important reason for both
Gen Zs and Millennials was avoiding “fast-­fashion.” This term implies businesses that ignore
sustainability because they prioritize speed in getting products to market above all else. An
interesting finding was that Millennials prioritized saving money more than Gen Z did, while
Gen Z prioritized ethical reasons more than Millennials did. However, saving money was still
an important motivator for Gen Z.
Other interesting findings from this study are the terms that were used by only one of the
age groups. Generation Z stated that saving the earth and, specifically, decreasing their per-
sonal carbon footprint were reasons for purchasing sustainable clothing. Each of these phrases
suggests that respondents considered their personal influence on the environment. They also
said that they used sustainable clothing as a means for creating their own unique style, often
using vintage items. These keywords are actionable and geared toward self-­perception and
personal development.
Similarly, Millennials stated that they had positive feelings when they purchased sustain-
able clothing. Another reason given by Millennials was their overall concern for the climate,
a valid but somewhat detached rationale in comparison to their Gen Z counterparts who used
more actionable vocabulary. Millennials also stated that they purchased sustainable clothing
because of their desire for higher-­quality items. High quality could be important to Millennials
for several reasons: having an income that allowed them to afford better quality items, creating
a personal style and public perception of being able to afford better quality items, or hoping to
spend less money over time. The term “high quality” is relatively subjective and could suggest
a level of luxury unattainable when they were younger.
The word clouds demonstrate the comparative frequency of the terms used by each age
cohort. The greatest reason for sustainable clothing consumption for either group was en-
vironmental protection (Figures 3 and 4). Also, Millennials showed relatively equal weight
in their vocabulary describing their purchasing rationale, while Gen Z used more varied
phrases.
PERCEPTIONS AND MOTIVATIONS TOWARD SUSTAINABLE

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CLOTHING    | 323

FIGURE 3 Visual representation of text data on reasons for purchasing sustainable clothing among Gen Z.

FIGURE 4 Visual representation of text data on reasons for purchasing sustainable clothing among
Millennials.

This finding suggests that Generation Z had a greater variety of reasons for purchasing sus-
tainable clothing, especially emphasizing ethical reasons. Meanwhile, Millennials had similar
reasons but fewer specific convictions about purchasing sustainable clothing.
Some respondents had never purchased sustainable clothing before (108 out of 530 Gen
Z respondents and 38 out of 152 Millennial respondents). Because of the relatively small
numbers, we did not use text mining to analyze their responses. We instead used simple de-
scriptive statistics to report their reasons. Some of the reasons given by Gen Z participants
for not buying sustainable clothing included not knowing what is considered sustainable
(15.6%), not knowing where to shop for sustainable clothing (15.6%), and finding the prices
too high (11%). A few (7.6%) said sustainability was a marketing gimmick and not targeted
to their generation. Millennials gave similar reasons. About 15.8% of Millennial partici-
pants said that they did not know where to shop for sustainable clothing or that the avail-
able products were very limited. Five respondents (13%) stated that they were not sure what
sustainable clothing is, and therefore they were not sure if the retailers where they shopped
carried sustainable clothing.
Three respondents said that they distrusted or were skeptical about brands that claimed to
be sustainable.

CONC LUSION A N D I M PL ICAT ION S

This consumer-­c entric study confirms and expands previous findings on sustainable clothing
by using open-­ended surveying, text mining, and keyword discovery to explore how differ-
ent age groups perceive sustainable clothing and the importance, value, and need for sustain-
able clothing consumption practices as well as what motivates them to consume sustainable
 15523934, 2023, 4, Downloaded from https://onlinelibrary.wiley.com/doi/10.1111/fcsr.12475, Wiley Online Library on [25/11/2024]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
324 |    FAMILY AND CONSUMER SCIENCES RESEARCH JOURNAL

clothing. Despite the recent surge of interest in sustainable clothing, little research has explored
Gen Z's and Millennials' perspectives and motivations. Understanding these perceptions and
consumption practices can provide valuable insights to marketers and educators. Businesses
must recognize these two generations' differences in perceptions, values, and priorities related
to sustainability. Marketers can better tailor their marketing and advertising efforts and prod-
uct offerings by catering to each group's needs. Educators can incorporate sustainability into
their curriculums in a way that resonates with each generation, ultimately leading to greater
adoption of sustainable fashion practices. For instance, students from Generation Z may re-
spond well to a curriculum that encourages activism and action on environmental issues, while
Millennials may be more interested in the environmental benefits of sustainable clothing and
how it fits into their larger lifestyle choices.
Our study revealed that general consumers are not using specific vocabulary when discuss-
ing their perceptions of or reasons for purchasing sustainable clothing. Gen Z and Millennials
defined sustainable clothing as clothing that is produced, used, and disposed of in a way that
is environmentally, socially, and economically responsible. Both groups were aware of and
concerned about the environmental and social impact of clothing consumption. Respondents
frequently used nonspecific language like “long-­lasting,” “fair-­labor,” or “high-­quality” to
describe sustainable clothing. This finding suggests that they only vaguely understand what
sustainable clothing is or how it is produced. The such nonspecific language indicates a dis-
connection between the product and the wearer, implying that consumers need more specific
and personal reasons to buy sustainable clothing. Few consumers used specific terms like
“biodegradable,” “nonpollutant,” “secondhand,” or “from safe working conditions” to de-
scribe sustainable clothing. The use of these terms suggests that the users have more knowl-
edge about sustainable consumption practices and more specific reasons to choose sustainable
clothing. Our findings also indicate that Gen Z and Millennial demographics desire to engage
in sustainable consumption for both personal and global benefits. They want clothing made
of sustainable materials that will last for a long time as well as clothing from companies with
sound sustainability practices. Also, they believe that using second-­hand clothing is a sustain-
able practice since it keeps clothing out of landfills and reduces the demand for new clothes.
Additionally, the cohorts consider repairing, donating, and recycling their clothing as sustain-
able options.
The insights from this study can be useful for marketers and educators to promote sustain-
able clothing consumption. According to our study, consumers generally understand sustain-
able consumption practices and terminology. However, they might be more willing to consume
sustainably if they were educated on specific actions that they could undertake. Educators
can build a curriculum based on current consumer understanding and emphasize changes
in the industry that will benefit consumers. Because few commonly accepted definitions of
sustainability exist, clothing brands may struggle to persuade consumers that their business
practices are sustainable and that their marketing is truthful. However, by keeping business
practices transparent and prioritizing sustainability, brands can show consumers how they can
consume sustainably, convincing consumers that their practices are genuinely sustainable and
creating value for consumers. Also, businesses can encourage sustainable consumption by in-
viting consumers' ideas. Consumers are aware that companies use subjective jargon to explain
their sustainability initiatives, and this awareness could increase reluctance to buy sustainable
clothing. Marketers could develop tailored communication campaigns using less jargon to
encourage sustainable consumption.
Our study revealed that Millennials and Generation Z have similar motivations for pur-
chasing sustainable clothing, but a few notable differences exist. Environmental protection
was a top reason for both age groups, but Millennials were more motivated by climate
change concerns, whereas Generation Z was more focused on saving the earth and reducing
their carbon footprint. While both generations strive to save money, Millennials place a
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CLOTHING    | 325

greater emphasis on finding affordable prices, whereas Generation Z respondents, who are
younger and less advanced in their careers, seek lower prices. While Millennials are moti-
vated by reducing waste and avoiding fast fashion, Generation Z is more likely to be moti-
vated by finding unique and vintage styles. Both age groups prioritize supporting ethical
and labor practices. Businesses and educators can better tailor their strategies to meet the
needs and values of different demographics by understanding these differences. Our study
suggests that cross-­d isciplinary research can provide further tools to understand consum-
ers' connection with the planet, the products they buy, and themselves. Future studies could
evaluate the psychological antecedents for consumers' reasons for purchasing sustainable
products, such as individual values, societal norms, and industry practices. Also, further
research could measure the effectiveness of specific language in businesses' communica-
tion about sustainability. Longitudinal studies could survey the terminology and frequent
keywords students use to define sustainable clothing after educational interventions. A lon-
gitudinal approach would allow researchers to track the evolution of sustainable clothing
consumption behaviors and perceptions, including changes in consumer awareness, atti-
tudes, and motivations, and investigate the effectiveness of sustainability initiatives in the
fashion industry and their impact on consumer behavior. Fashion educators could discuss
how sustainable clothing consumption relates to consumers' environmental and social
priorities. An interdisciplinary approach to sustainable clothing education can help con-
sumers connect with sustainable products. Specific, consistent language can help students
understand sustainability and influence their peers. The fashion curriculum should discuss
specific variables of sustainable clothing consumption practices, their environmental im-
pacts, and how consumers can change consumption practices.
This study provides insight for researchers, educators, policymakers, marketers, and con-
sumers. However, the study sample may limit the generalizability of the study. Data collec-
tion from multiple sources can help triangulate findings and increase the generalizability of
the study. Our findings indicate that Gen Z and Millennials prioritize sustainability in their
buying decisions, leading them to prefer eco-­friendly and socially responsible clothing brands
and opt for second-­hand or vintage clothing. However, the perception, importance, need, and
motivations for sustainable clothing consumption may differ among individuals in older gen-
erations. Future studies could collect data from multiple populations to understand the moti-
vations of other consumer groups.

AU T HOR C ON T R I BU T ION S
This paper is the outcome of a collaborative effort by our team, with each author making
an equal contribution. The authors are listed in alphabetical order by their surnames. Amy
Manley initiated the research idea, gathered data, and drafted the initial manuscript. Dr. Yoo-­
Kyoung Seock oversaw and supervised the entire study process and extensively revised the
manuscript throughout. Jeongah Shin analyzed the data with RapidMiner and R and com-
posed the results section.

ORC I D
Yoo-­Kyoung Seock https://orcid.org/0000-0001-6940-7827
Jeongah Shin https://orcid.org/0000-0003-4086-3866

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How to cite this article: Manley, A., Seock, Y.-K., & Shin, J. (2023). Exploring the
perceptions and motivations of Gen Z and Millennials toward sustainable clothing.
Family and Consumer Sciences Research Journal, 51, 313–327. https://doi.org/10.1111/
fcsr.12475