Understanding Gen Z’s fashion preferences and the role of communication in sustainability

Egedi Gerda and Furcsa Laura and Oravecz Titanilla and Szegedi Krisztina (2026) Understanding Gen Z’s fashion preferences and the role of communication in sustainability. In: ESG - Risk Management or New Sustainability? VIII.BUEB International Sustainability Student ConferenceProceedings - Budapest University of Economics and Business 2025. Budapesti Gazdaságtudományi Egyetem, Budapest, Magyarország, pp. 1-13. ISBN 978-615-6886-27-9

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Abstract

The aim of the study is to explore Generation Z’s consumer behaviour towards sustainable fashion, the key influencing factors, and the characteristics of sustainable fashion communication and marketing. Three focus group interviews were conducted with Gen Z university students in March 2025 to explore their clothing purchasing habits, perceptions of sustainability and attitudes towards fashion. The results indicate that sustainable fashion receives little attention, and consumers have limited access to information on sustainable fashion. The majority of young adults still prefer fast-fashion stores even if they lack knowledge of garment sustainability and product availability. The findings highlight that more effective communication is essential for promoting sustainable fashion by increasing consumer awareness and for guiding Gen Z towards informed purchasing decisions. Our findings can be of crucial relevance to marketing and communications professionals.