Why is sustainable fashion so fashion? A proposed segmentation of Gen Z consumers

The fashion industry is among those with the highest impact on the environment and social context. The call for sustainability has led to the rise of alternative modes of consumption, such as second-hand shopping and rental commerce, through which the actors of the industry try to integrate sustainability into their business models. Consumers enthusiastically welcomed these innovations, and most of all those belonging to the Generation Z that is also known as the green generation for their interest and commitment with sustainable initiatives. Yet, sustainable consciousness is not the only purchasing driver that leads these consumers towards sustainable fashion, rather several drivers have been identified. The purpose of the research is to explore the Generation Z segment and delve into their motivations, proposing a segmentation that is based on their approach. A cluster analysis has been performed on 202 consumers, leading to the identification of four main segments: the eco-drivers, the explorers, the trendy-lovers and the unique.