Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


The Influence of Generation X , Y and Z on Sustainable Fashion Products

Author(s): Bharti Motwani, Sharda Haryani and Sukhjeet Matharu

Sustainable fashion is a term used to describe fashion products that are designed, produced, and sold with the goal of minimizing their environmental impact and promoting social and economic sustainability. The fashion industry has a significant role in contributing to social and environmental problems because of its production methods, use of fibers, and transportation. Behavioral intention of customers towards fashion sustainable products might differ based on the awareness. This awareness might be related to usage of raw material, usefulness, accessibility, and forms of sustainable fashion products. Efforts are made in this study to understand the behavioral intention of three different generations: X, Y and Z. It was found from the study that there is no difference in the perception related to accessibility of these sustainable products. A significant difference related to usefulness and forms of sustainability is observed of Generation X with other generations. A significant difference is also found between Generation Y with other generations related to raw material procurement.

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