The Ideal Experience of Sustainable Fashion for Gen Z

Fast fashion and overconsumption have become defining characteristics of the modern fashion industry. Social media, rapid trend cycles, and affordable online retailers have transformed clothing into a fast-moving form of self-expression.

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While growing environmental concerns have increased awareness around sustainability, ethical production, and textile waste. Gen Z consumers are especially aware of these issues, yet their shopping behaviors often conflict with their values due to affordability, accessibility, convenience, and trend culture.

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This research explored the tension between intention and behavior to better understand how sustainable fashion experiences can become more accessible, inspiring, and emotionally relevant.

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This study investigated how Gen Z consumers engage with fashion consumption, sustainability, and self-expression.

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The research aims to uncover:

What motivates clothing purchases

How trends and social influence affect behavior

Why sustainable shopping feels difficult or inaccessible

How emotional attachment impacts clothing retention

What experiences could encourage more intentional consumption

 

The goal is not to eliminate self-expression, but to reimagine how sustainability can exist within it.

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Project Contributors: Hannah Wiedle, Emma Henley, David Yip Chau, Nyla Carter