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? Budapesti Gazdaságtudományi Egyetem (BGE), Budapest, pp. 22-34. ISBN 9786156886279

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Abstract

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

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