Gen Z's Perceptions of Sustainable Fashion and its Marketing in Canada

This study investigates Generation Z’s perception of sustainable fashion and its marketing within the Canadian context, highlighting this demographic’s pivotal role in the evolution of sustainable fashion consumption. Through a survey of 740 participants, the study examines Gen Z’s purchasing patterns, their awareness levels regarding sustainable fashion, and their responsiveness to marketing initiatives aimed at promoting sustainability within the fashion industry. The analysis indicates that Gen Z is conscious of environmental issues but faces hindrances in sustainable fashion adoption due to concerns over pricing, the authenticity of brands’ sustainability claims, and a want for more fashion-forward yet sustainable clothing options. The study also finds that there is an inclination among Gen Z towards brands that genuinely embody sustainability in their operations and brand culture, suggesting a pathway for fashion brands to forge deeper connections with this generation. By combining authenticity with engaging and informative marketing campaigns that resonate with Gen Z’s values, brands can potentially bridge the gap between awareness and action with regard to sustainable fashion consumption. The insights derived from this research offer a comprehensive overview of Gen Z’s potential to drive a substantial shift towards sustainability in the fashion industry fueled by a strategic focus on knowledge building and marketing that resonates with their environmental and social values, and consumer expectations.