Consumption Motivations and Consumer Engagement in Sustainable Fashion

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School of Business | Bachelor's thesis
Degree programme
(Mikkeli) Bachelor’s Program in International Business
41 + 10
Objectives The main objectives of this study were to explore the motivations driving sustainable consumer behavior in fashion consumption among Generation Z, examine how these motivations impact consumer habits, and identify effective marketing strategies for promoting sustainable attitudes. The findings of this study should guide sustainable fashion companies in improving their marketing communication to encourage consumers to adopt more sustainable consumption habits. Summary In recent years, the fashion industry has seen a shift towards sustainability as a consequence of increasing awareness of the environmental impact of the industry amongst consumers, specifically within Gen Z consumers. Previous literature has suggested three main motivation types: egoistic, altruistic, and biospheric. This study conducted a survey in order to better understand the motivations and values behind the sustainable fashion consumption decisions of Gen Z, and how the understanding of these motivations could be utilized when trying to find the most effective ways of marketing to impact consumers’ fashion purchasing decisions. Conclusions Two of the three motivation types were found to be the most significant amongst Gen Z consumers: biospheric and egoistic. The study showed that one of Gen Z fashion consumers’ top priorities was environmentally friendly production, and that they seek value for money. The most effective marketing communication forms recorded were new media, advertising, and PR, from which the most potent marketing channel found was social media for sustainable fashion consumers of Gen Z.
Thesis advisor
Mirońska, Dominika
sustainability, values, motivations, customer engagement, marketing communication
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