Consumer Behavior

Understanding Gen Z Females' Perception of Sustainable Apparel Quality

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Abstract

The sustainable clothing market is rapidly expanding, projected to grow from $3.6 billion in 2024 to $9.4 billion by 2034. In the U.S., growth is driven largely by Gen Z, whose strong environmental values and $150 billion in purchasing power position them as key influencers of fashion's future. Gen Z seeks durable, ethically sourced apparel and prefers brands that demonstrate transparency and authenticity. Female Gen Z consumers show particularly high engagement with sustainability, though a gap remains between their intentions and actual purchasing behavior due to cost, convenience, and concerns about product quality. Perceived apparel quality involves durability, construction, materials, comfort, style, and emotional appeal, and is often signaled by price and brand reputation. Because perceived quality strongly shapes satisfaction and purchase decisions, this study emphasizes the need to investigate Gen Z women and their perceptions of sustainable apparel quality, underscoring its role in sustainable fashion adoption.

Keywords: Quality Perception, Sustainable Apparel, Gen Z, Female Consumer, quality perception, Female, Sustainable apparel

How to Cite:

Mohammadzadeh, S. & Kim, J., (2025) “Understanding Gen Z Females' Perception of Sustainable Apparel Quality”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21759