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Members of Generation Z say they want their clothes to be sustainable but still make regular fast fashion purchases, pointing to a “clear gap” between ideals and practice. shows.

At the British Academy of Management annual conference held at Alliance Manchester Business School, 9 out of 10 people surveyed said they would buy fast fashion and only 1 in 6 could name a brand that makes sustainable clothing. I understand.

Research shows that women are more likely than men to support sustainable clothing, but are less likely to actually buy it.

Four researchers from Sheffield Hallam University’s Sheffield Business School surveyed 56 college students between the ages of 18 and 24 and 4 college students aged 24 and over, and surveyed 6 college students. rice field. The four researchers were Joanne Calver, Glyn Littlewood, Dr. Marc Duffy and Joanne Watts.

A survey of Sheffield Hallam students found that 63% agreed they were concerned about the social impact of the fast fashion industry and 48% said they were concerned about the environmental impact. of only 3% said they were not at all concerned about its social or environmental impact.

However, 17% of participants admitted to shopping at a fast fashion retailer weekly, 62% monthly, and 11% annually, and only 17% said they never purchased from a fast fashion retailer. Only 10%. Less than half of those surveyed, 43%, said they considered where and how their clothes were made before purchasing.

Five of the six people interviewed were unable to identify the brands producing sustainable clothing. All six say price is the main barrier to buying sustainable fashion.

Dr. Duffy said at the conference: References to terms such as “fast fashion,” “unsustainable, unethical, and poor quality.”

“However, the majority of admitted fast fashion purchases show a clear gap between pro-sustainability ideologies and observed behaviors.”

According to him, the women surveyed “demonstrated their support for sustainable fashion by stating they were willing to pay more or even boycott unethical brands. All women said they were willing to pay more for sustainable clothing, but men were not.”

In contrast, men “showed a lack of interest and knowledge about sustainable fashion, but their buying habits were significantly more sustainable than women’s, and they purchased fast fashion less frequently and more sustainably.” We source our clothes from retailers…but this wasn’t intentional, they like it…because these brands were considered trendy and cool.”

Researchers have identified six major barriers to sustainable clothing shopping. Price, lack of knowledge, lack of choice, lack of aesthetic choice, skepticism of business transparency, social desirability.

Generation Z consists of people born between 1997 and 2012. The global fashion industry is worth $300 billion and is expected to reach $360 billion by 2025. Excessive water consumption. There are growing concerns about the social impact of the global fashion industry, including labor exploitation, child labor and inhumane working conditions. Despite demand for sustainable fashion reaching £6.35 billion in 2019 and projected to reach £8.25 billion in 2023, the sector is still worth $30.58 billion. It is expanding much more slowly than other segments, such as the fast fashion market, which has

Lack of environmental awareness and preference for diversity, a major source of waste in fast fashion production

Provided by British Academy of Management

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