Adolescent Generation Z and sustainable and responsible fashion consumption: exploring the value-action gap

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2022-10-11 DOI:10.1108/yc-11-2021-1419
Annie Williams, N. Hodges
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引用次数: 4

Abstract

Purpose The purpose of this study was to explore whether a “value-action gap” exists between what members of the adolescent Generation Z (Gen Z) cohort value and how they act by investigating their actions related to sustainable and responsible fashion consumption (SRFC). Specific focus was placed on understanding these actions across the apparel consumption cycle, ranging from the acquisition, to use and disposal stages. Design/methodology/approach Forty-one members of Gen Z (20 males and 21 females) ranging in age from 15 to 18 participated in a total of seven focus groups. Findings Three emergent themes were identified and used to structure the interpretation: unintentionally sustainable, a knowledge conundrum and perceived barriers. Research limitations/implications The majority of focus group participants were Caucasian, and all were teenagers from a single geographical area in the Southeastern USA. Findings provided by this study offer insight regarding the SRFC habits of Gen Z relative to their concerns regarding sustainability and social and environmental responsibility. Practical implications Findings offer practitioners an opportunity to better understand how to address the needs of this generational cohort as they progress through adulthood. Originality/value Findings of this study investigate the value-action gap to offer insight into how adolescent members of Gen Z make consumption decisions, and specifically within a framework of the apparel consumption cycle as a whole, including acquisition, use and disposal. Findings also reveal some of their more general views on SRFC.
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青少年Z世代与可持续和负责任的时尚消费:探索价值-行动差距
本研究的目的是通过调查青少年Z世代(Gen Z)群体成员在可持续和负责任时尚消费(SRFC)方面的行为,探讨他们的价值观和行为之间是否存在“价值-行动差距”。具体的重点放在理解服装消费周期中的这些行为,从购买到使用和处置阶段。设计/方法/方法年龄在15至18岁之间的41名Z世代(20名男性和21名女性)参加了总共7个焦点小组。三个新兴主题被确定并用于构建解释:无意识的可持续性,知识难题和感知障碍。研究局限/启示大多数焦点小组参与者是高加索人,并且都是来自美国东南部单一地理区域的青少年。这项研究提供的结果让我们了解了Z世代的SRFC习惯,以及他们对可持续性、社会和环境责任的关注。实际意义研究结果为从业者提供了一个机会,以更好地了解如何解决这代人在成年后的需求。原创性/价值本研究的发现调查了价值-行动差距,以深入了解Z世代青少年如何做出消费决策,特别是在整个服装消费周期的框架内,包括购买、使用和处置。调查结果也揭示了他们对SRFC的一些更普遍的看法。
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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