Undergraduate Research

Sustainability in the Apparel Industry: Exploring Buying Behaviors of Consumers From Four Generational Cohorts

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Abstract

The purpose of this study was to explore different generational cohorts' apparel buying behaviors and see how this impacts sustainability in the fashion industry. Specific research questions include a) How do consumers from different generations (Generation X, Y, Z, and Baby Boomers) define sustainability in the apparel industry? and b) what are the perceived apparel buying behaviors of consumers from the four different generations and how does this impact sustainability in the fast fashion industry? An online survey was sent out through a convenience sampling method and a total of 167 participants from the four generational cohorts completed the survey. The survey included both closed and open-ended questions that helped gain a better understanding of consumers’ knowledge, attitudes towards sustainability in the apparel industry, and general and sustainable buying behaviors. While the results showed some similar buying behavior patterns across the generations, it is still clear that each generation is different in their sustainable consumption patterns. Businesses can use this data to tailor their sustainable business model toward their own target market and educate consumers from different age cohorts to build a more sustainable environment for the apparel industry.

How to Cite:

Duquaine, M. & Hwang, C., (2022) “Sustainability in the Apparel Industry: Exploring Buying Behaviors of Consumers From Four Generational Cohorts”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13332