Exploring the perceptions and motivations of Gen Z and Millennials toward sustainable clothing

This study explores consumers' perceptions of sustainable clothing and motivations for purchasing it. An analysis of 682 Generation Z and Millennial consumers shows both similarities and differences in their perceptions as well as their perceived importance, value, and need for sustainable clothing consumption. Descriptive statistics, t-tests, and text mining were used for analysis. Respondents were aware that sustainable clothing plays an important role in the overall environmental movement and has ecological benefits. However, researchers, educators, and businesses need stronger communication on other aspects of sustainable clothing. Understanding consumers' priorities and knowledge gaps can help the industry encourage sustainable clothing consumption.