Delving into sustainability and Made in Italy fashion brands: Perspectives from Generation Z

This study is situated within the literature on sustainable fashion and the Made in Italy fashion strand, with the aim to explore consumers' associations with sustainable Made in Italy fashion brands. Through three focus groups with 23 Generation Z consumers and subsequent thematic content analysis, the associations in the overlap area between sustainable fashion brands and Made in Italy fashion brands were explored. Findings showed that consumers associate the sustainable choices of Italian companies mainly with the social dimension of sustainability. Concerning the environmental dimension, Made in Italy products' aesthetics and their qualitative excellence are perceived as almost incompatible with some sustainable practices. The study contributes to the literature on sustainable branding by focusing on the Made in Italy context for the first time. It enriches the literature on Made in Italy fashion and its sustainability transition, deepening a previously neglected standpoint, i.e., the consumer perspective. Lastly, the findings provide valuable insights to managers of Italian fashion companies engaged in sustainable transition.