Sustainability and Social Responsibility

Impact of COVID-19 Pandemic on Sustainable Fashion Consumption Values Among US Gen Z Consumers: Implications for Marketers

Authors: Iva M Jestratijevic (University of North Texas) , Sonali Diddi (Colorado State University)

Abstract

With consumers’ increasingly altering their lifestyle and consumption choices during the pandemic, marketers are revamping their efforts to reach consumers who may have shifted to a simpler lifestyle (Çinar, 2021). Gen Z consumers are recognized as being pragmatic (Francis & Hoefel,2018), with a strong inclination to adopt sustainable fashion practices (Dabija et al., 2019). Understanding changes in the value that Gen Z consumers attached to their fashion consumption practices during the COVID-19 pandemic in the US is critical to help fashion retailers develop adequate strategies to respond to post-pandemic consumer preferences. Voluntary Simplicity (VS) is the guiding theory for this study.

Keywords: sustainable fashion consumption, Covid 19, Gen Z, voluntary simplicity

How to Cite: Jestratijevic, I. M. & Diddi, S. (2022) “Impact of COVID-19 Pandemic on Sustainable Fashion Consumption Values Among US Gen Z Consumers: Implications for Marketers”, International Textile and Apparel Association Annual Conference Proceedings. 79(1). doi: https://doi.org/10.31274/itaa.13670