Gen Z and Sustainable Fashion Awareness: A Quick Survey
DOI:
https://doi.org/10.5281/Keywords:
Sustainable fashion, Generation Z, consumer knowledge, attitude, willingness to pay more, purchase intention, Theory of Planned Behavior.Abstract
This study examines the understanding and attitudes of Generation Z students at Bengkulu University towards sustainable fashion. The purpose of this study is to determine the level of consumer knowledge, attitudes, willingness to pay more, and purchase intentions related to environmentally friendly fashion products. This study uses quantitative descriptive techniques and is based on the Theory of Planned Behavior (TPB). Thirty-four students from various faculties were given an online questionnaire to fill out in order to collect data. The results show that respondents have a positive view of environmentally friendly products and a high level of knowledge about sustainable fashion. The highest average score was obtained for purchase intention, indicating a strong tendency to encourage the adoption of sustainable fashion. However, the moderate level of willingness to pay more shows that economic considerations limit the conversion of awareness into actual purchasing activities. The results reveal a striking mismatch between financial reality and sustainability goals. Overall, students exhibit a type of pragmatic environmentalism that balances pragmatic economic considerations with ecological concerns. This study concludes that young students' attitudes, knowledge, and purchase intentions toward sustainable fashion are all well explained by the Theory of Planned Behavior.
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