Sustainability and Social Responsibility

Generation Z Perception Regarding Fast Fashion Brand Greenwashing Phenomena

---

Abstract

This study aims to elucidate, using the C-A-B theory, the purchasing decision-making procedure of Generation Z consumers in the United States when they confronted fast fashion brand promotion imbued with greenwashing phenomena. Responses from the 345 valid participants from the Aamzon Mturk platform were analyzed through Mlus 8.11 and SPSS 29. Two step structural equation model approach was taken, and the study's findings indicated that Generation Z consumers had both positive and negative affective responses to fast fashion brand greenwashing phenomena. Feeling betrayed and skeptical about the product's green performance did not hold them back from their intention to have the product. The explanation was that when greenwashing messages are infused with product advantage through strategic ingenuity and specific generation needs, the perception of positive emotional response supersedes the negative, hence facilitating the purchasing of the product. Overall research explains the paradoxical consumption behavior of Generation Z fast fashion consumers. 

Keywords: Greenwashing, Fast fashion, Generation Z, Cognitive

How to Cite:

Haque, M. & Lang, C., (2025) “Generation Z Perception Regarding Fast Fashion Brand Greenwashing Phenomena”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18755