Sustainability and Social Responsibility

Looking Beyond Gen Z: Examining Personal Values for Sustainable Fashion

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Abstract

This study investigates the Generation Z (Gen Z) cohort, a group often generalized as a homogeneous consumer market, for a nuanced understanding of any age-based differences in personal values and sustainable fashion purchase intentions. Using Schwartz’s theory of personal values, the study surveyed 340 participants to assess if and how their personal values and, accordingly, sustainable fashion purchase preferences vary with age. Regression analyses reveal statistically significant age-related differences, such that the higher the age, participants exhibited heightened levels of both self-enhancing and conservation-oriented values. Age also positively predicted sustainable purchase intentions. Furthermore, universalism, power, achievement, hedonism, stimulation, and self-direction values significantly increased purchase intentions. Findings highlight the heterogeneity within Gen Z and underscore the importance of segmenting this cohort based on value orientations rather than treating them as a monolithic group.

Keywords: Generation Z, sustainability, Fashion, Personal Values, Age, purchase intentions

How to Cite:

Goswami, S., (2025) “Looking Beyond Gen Z: Examining Personal Values for Sustainable Fashion”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21511