Next Article in Journal
Effect of Hydrogen-Rich Syngas Direct Injection on Combustion and Emissions in a Combined Fuel Injection—Spark-Ignition Engine
Next Article in Special Issue
The Circular Economy Transition in Australia: Nuanced Circular Intermediary Accounts of Mainstream Green Growth Claims
Previous Article in Journal
The Role of Information Sources on Tourist Behavior Post-Earthquake Disaster in Indonesia: A Stimulus–Organism–Response (SOR) Approach
Previous Article in Special Issue
Examining Generation Z Consumer Online Fashion Resale Participation and Continuance Intention through the Lens of Consumer Perceived Value
 
 
Search for Articles:
Title / Keyword
Author / Affiliation / Email
Journal
Article Type
 
 
Advanced Search
 
Section
Special Issue
Volume
Issue
Number
Page
 
Journals
Sustainability
Volume 15
Issue 11
10.3390/su15118447
sustainability-logo
Submit to this Journal Review for this Journal Propose a Special Issue
► Article Menu

Article Menu

share Share announcement Help format_quote Cite question_answer Discuss in SciProfiles thumb_up
...
Endorse textsms
...
Comment
first_page
settings
Order Article Reprints
Font Type:
Arial Georgia Verdana
Font Size:
Aa Aa Aa
Line Spacing:
Column Width:
Background:
Article

Profiling Consumers: Examination of Chinese Gen Z Consumers’ Sustainable Fashion Consumption

by
Yanbo Zhang
1,
Chuanlan Liu
1 and
Yanru Lyu
2,*
1
Department of Textile, Apparel Design and Merchandising, Louisiana State University, Baton Rouge, LA 70803, USA
2
Department of Digital Media Arts, School of Media and Design, Beijing Technology and Business University, Beijing 102488, China
*
Author to whom correspondence should be addressed.
Sustainability 2023, 15(11), 8447; https://doi.org/10.3390/su15118447
Submission received: 12 April 2023 / Revised: 16 May 2023 / Accepted: 18 May 2023 / Published: 23 May 2023
(This article belongs to the Special Issue Circular Economy and Technological Innovation)
Browse Figure
Versions Notes

Abstract

:
The textile and apparel industry is widely recognized for its negative impact on the environment and society, and China is one of the largest fashion-consumption markets worldwide. There has been a growing awareness and effort to address these concerns in China, and Chinese Gen-Z consumers are playing a crucial role in shaping sustainable practices. This study aimed to identify and profile Gen-Z consumers with substantial engagement in sustainable fashion consumption in China. Data were collected from 292 Chinese Gen-Z adults from three major cities, Beijing, Shanghai, and Guangzhou, using a convenience sampling strategy and the snowball approach. Cluster analysis was employed, and two groups were identified: passionate eco-conscious consumers and indifferent fashion consumers. Multivariate Analysis of Variance (MANOVA) and the Crosstabs approach were utilized to examine the differences between the identified groups. The results revealed that passionate eco-conscious consumers valued classic design, high quality, and versatility, would like to pay more money for high-quality fashion clothing, and expressed their uniqueness through their fashion choices compared to indifferent fashion consumers. They actively sought sustainability knowledge and preferred supporting physical stores that sell second-hand clothing. Female Gen-Z consumers demonstrated a greater inclination towards sustainable fashion consumption in comparison to their male counterparts. A persona of Chinese Gen-Z consumers with high-level involvement in sustainable fashion consumption was created and presented for better marketing to Gen-Z consumers in China.

1. Introduction

1.1. Research Background

The textile and apparel industry has been widely recognized for its detrimental effects on both the environment and society on a global scale [1,2,3,4]. It was disclosed that, in 2015, the fashion industry generated an astonishing 92 million tons of textile waste, and this figure is predicted to escalate by 60% by 2030 [5]. Furthermore, the UNECE (2018) has documented that a staggering 85% of all textiles are discarded each year, with some being deposited in landfills or incinerated. The industry has also been linked to a range of social concerns, such as labor exploitation, substandard working conditions, and human rights abuses [4,6,7].
China has cemented its position as a leading global textile and garment producer, and the fashion industry has emerged as a key contributor to the country’s economy [8]. Nonetheless, the rapid expansion of the sector has resulted in notable environmental and social concerns [9,10]. In line with Greenpeace East Asia, the textile industry is among the top three sectors known for pollution in China, with extensive contamination of water and air, and the generation of a colossal amount of textile waste. Additionally, the labor practices in China’s fashion industry have drawn criticism, including inadequate remuneration and protracted working hours [10].
The surge in fast fashion is identified as a leading cause of the aforementioned challenges, with its business model emphasizing the speedy and recurrent turnover of styles and trends, usually at low prices [7,11]. This accelerated cycle of production and consumption engenders overconsumption, with consumers buying more clothes than necessary and discarding them hastily [2]. It is important to acknowledge that China holds a significant position in the global fast fashion industry, as the largest producer of textiles and garments globally, and has a substantial market for fast fashion consumption [12]. Despite the remarkable environmental and social concerns associated with China’s fast fashion industry, there is a growing consciousness and initiative to address these issues. For instance, in the year 2021, sustainable commodities accounted for about 20% of China’s aggregate consumption [8].
The cohort of Generation Z (Gen-Z), defined as those born between 1997 and 2012, has exhibited remarkable potential to drive sustainability in the fashion industry. Compared to prior generations, Gen-Z consumers possess greater awareness and concern for environmental and social issues and display a stronger propensity to engage in sustainable consumption practices [13,14,15]. As Gen-Z consumers currently constitute approximately 40% of global consumers and are projected to become the largest consumer segment worldwide by 2030 [15], their burgeoning spending power has become increasingly evident. It is worth noting that Chinese Gen-Z consumers have demonstrated a salient influence in both direct and indirect household expenditures, surpassing their European and American counterparts by a significant margin [13]. Chinese Gen-Z consumers exhibit a high degree of environmental and social awareness and are willing to purchase sustainable products [8,16]. Clearly, they play an instrumental role in shaping the sustainability practices of fashion brands operating in the Chinese market. In the context of the fast-growing Chinese market for textile and apparel, it is imperative for fashion brands and other stakeholders to possess a nuanced and thorough comprehension of the Chinese Gen-Z consumers who are actively engaged in sustainable fashion consumption. Such an understanding is essential to promote sustainability and reap its advantages, not only for the Chinese market but also for the global textile and apparel industry.

1.2. Research Purpose and Objectives

Sustainable fashion consumption is supposed to reflect two fundamental aspects: fashionability and sustainability. Fashionability is at the core of fashion, conveying and transmitting symbolic meaning that allows for individuals to express themselves and communicate with others through clothing and accessories [3,11,17]. On the other hand, sustainability is critical, as it encompasses the efforts to mitigate the negative environmental and social impacts of fashion production and consumption [2,6]. Prior research has found that consumers often perceive sustainable fashion products as less fashionable due to stereotypical perceptions rather than their purchasing behaviors [18]. To address this issue, scholars have suggested that sustainable fashion research should begin with a focus on fashion orientation rather than solely on commonly recognized sustainable products [18,19].
Several latest studies primarily concentrated on investigating the factors that motivate or hinder the eco-friendly consumption behavior of Chinese Gen-Z consumers or contrasting the shopping habits of this cohort with earlier generations [8,16,20]. Nevertheless, to the best of our knowledge, there is a dearth of specialized inquiry into the sustainable fashion consumption practices of Chinese Gen-Z adult consumers. To address this research gap, the current study aims to identify and profile Gen-Z adult consumers who exhibit substantial engagement with sustainable fashion consumption.
Fashion innovativeness has been widely adopted as a means of categorizing consumers who adopt emerging fashion trends or products at the early or later stages [21]. Furthermore, the consumer involvement theory provides a strong foundation for developing measurements to identify consumers’ varying levels of engagement with different aspects of consumption, such as fashion involvement and environmental involvement [22,23,24]. Thus, this study, by utilizing the aforementioned theories as a basis, intends to achieve two research objectives: (1) to identify Chinese Gen-Z adult consumers with a passion for sustainable fashion consumption based on fashion innovativeness, fashion involvement, and sustainability involvement, and (2) to examine the identified eco-consciously Gen-Z adult consumers in terms of fashion consumption behaviors, need for uniqueness, the extent of their engagement in seeking sustainability knowledge, and the influence of gender.

2. Literature Review

2.1. Generation Z

Gen-Z, denoting individuals born between 1997 and 2012, is a burgeoning cohort that has remarkable characteristics [13]. This young generation is distinguished by its impressive rate of growth, extensive education, digital tech savvy, unparalleled digital and global interconnectedness, and ethnic diversity [13,25]. Recent research has demonstrated that the potent sway wielded by the Gen-Z demographic encompasses not only the establishment of fashion trends but also the zealous advocacy for the propagation of sustainable practices within the global and local fashion industry [8,14].
The consumption-related values, beliefs, and practices of Gen-Z have attracted considerable scholarly and industry attention. In contrast to preceding generations, Gen-Z consumers demonstrate heightened autonomy in their purchasing decisions, and they expect fashion brands to prioritize sustainable practices and accountability [13,16]. Gen-Z individuals gravitate towards brands that align with their self-concepts, project their unique traits, and foster social connections, highlighting the importance of fashionability in their lives [13]. Notably, Gen-Z consumers primarily utilize mobile devices for shopping, with Asian consumers exhibiting a propensity for online research and discount-seeking, particularly through video content on social media [15].
As per the figures reported by the National Bureau of Statistics of China, in 2020, the estimated count of Gen-Z individuals in China stands at approximately 233 million, accounting for nearly 16.5% of the nation’s overall population. The extent of the influence exerted by Chinese Gen-Z individuals on household expenditure surpasses that of their global counterparts [13]. Specifically, Chinese Gen Z’s influence on household spending is reported to be five times greater than their European peers and seven times more significant than those in the United States [13]. These data underscore the unique position held by Chinese Gen-Z consumers in the global consumer market, where their spending power holds significant potential for shaping and driving the global economy. Based on the results of a survey, it was found that a considerable majority of Chinese Gen-Z consumers, around 62 percent, consider shopping online as their preferred shopping mode [15]. This survey also revealed that many Chinese Gen-Z participants expressed a desire to purchase high-quality products with a long lifespan [15], indicating that durability and quality are vital considerations in Chinese Gen-Z consumers’ purchasing decisions. Comprehending the characteristics of Chinese Gen-Z adult consumers who exhibit a keen interest in sustainable fashion consumption is pivotal and advantageous for the textile and apparel industry at both local and global levels.

2.2. Fashion Innovativeness

Consumer innovativeness refers to the degree to which an individual is inclined to purchase new and distinct products ahead of others in their social circle [26]. The concept of domain-specific innovativeness (DSI) was introduced to analyze an individual’s innovative characteristics that are exhibited through the purchase of new products within a specific category [27]. DSI has been extensively applied and validated in various research contexts, particularly in the fashion industry, given that consumers utilize fashion clothing and accessories to express their traits and self-identity [27,28].
Consumer fashion innovativeness can be categorized into two groups: fashion innovators and fashion followers [29,30,31,32]. Fashion innovators are individuals with a strong sense of fashion consciousness and innovativeness, who are the earliest to adopt new ideas related to fashion products [30]. On the other hand, fashion followers tend to imitate others and are not inclined to adopt new fashion styles or ideas until they have been accepted by a significant number of people [29,30].
In the realm of fashion, the diffusion of new trends is heavily influenced by fashion innovators, who possess a heightened awareness of emerging fashion trends and place greater value on the excitement and allure of new fashion than fashion followers [29,33]. The primary motivation for fashion innovators is the desire to differentiate themselves from others [29], and they are more likely to be female, younger, and attuned to social signals than fashion followers [34]. Additionally, fashion innovators display higher levels of fashion consciousness, brand consciousness, and price consciousness than fashion followers [35]. It is noteworthy that fashion innovators serve as key opinion-leaders in the fashion industry, shaping consumer perceptions of new trends and influencing the adoption of new styles by fashion followers.

2.3. Fashion Involvement

Previous research has posited that consumers are rational and judicious in their decision-making processes [36]. However, it has been observed that many consumers do not want to spend too much time searching for information relevant to their consumption decisions in their daily lives [37]. Scholars have discovered that consumers display varying levels of involvement towards different objects, ranging from advertisements, products, brands, issues, and even specific aspects such as fashion consumption [23,38,39,40]. The perceived relevance of an object is the focal point of consumer involvement [41]. Consumers who exhibit a high level of involvement tend to expend more effort in searching for pertinent information and comparing similar products or choices [21]. Conversely, low involvement indicates that consumers may adopt more effortless or straightforward means of selecting products or brands, without paying much attention [21]. In essence, consumer involvement is a crucial indicator of consumers’ general interest or concern regarding an object.
The academic literature presents a widespread agreement that fashion clothing falls under the high-involvement product category due to the significant value attributed to its acquisition and use, including its symbolic, expressive, and emotional aspects [42,43]. Fashion involvement commonly refers to the extent to which individuals perceive fashion consumption as a crucial and stimulating aspect of their lives [33,42]. Consumer fashion involvement is induced by the belief that a product meets functional and hedonic needs while simultaneously creating interest, excitement, and enthusiasm [29,44]. The degree to which consumers engage in fashion consumption varies, and individuals with a high level of fashion involvement consider fashion consumption to be an integral part of their identity and are often influential among their peers [23,42]. According to previous research [45], women’s fashion involvement is the most substantial determinant of opinion leadership. Younger consumers demonstrate higher levels of fashion involvement than their older counterparts, as clothing serves as a crucial tool for self-expression and a vital social instrument for the youth [42,44].

2.4. Environmental Involvement

Consumer environmental involvement pertains to consumers’ varying levels of dedication to the environment [24]. Prior studies have indicated that consumers with high environmental involvement possess a concern for environmental preservation and are more likely to make environmentally conscious consumption choices [46,47]. Additionally, individuals with a strong inclination to protect the environment tend to display a favorable attitude toward green advertisements [48,49]. Extant research has highlighted that younger consumers tend to exhibit more interest in environmental protection and sustainable consumption [10,25,50]. Numerous studies have also found that consumer environmental involvement is a crucial factor in understanding sustainable consumption [24,51,52].
As previously mentioned, the fashion industry has faced criticism for its sustainability issues, which encompass not only environmental but also social aspects [2,11,53,54]. In line with the theory of consumer involvement, we have broadened the concept of consumer environmental involvement by incorporating the social dimension. Based on consumer sustainability involvement, we intend to identify Chinese Gen-Z adult consumers who exhibit a high level of concern for both environmental and social sustainability issues in the fashion industry. Consumers who prioritize sustainability in their fashion choices may be more inclined to actively search for green information and assess relevant information in a logical, organized, and unbiased manner.

2.5. Need for Uniqueness

The need for uniqueness among consumers refers to their desire to differentiate themselves from others by purchasing and owning products that express and enhance their individual and social identities [55]. Research suggests that this need may stem from childhood experiences that promote creativity and the development of personality traits [56]. The need for uniqueness can manifest in various ways, such as choosing distinct fashion styles, selecting unique brands or products, and adopting unconventional lifestyles. The manifestation of the need for uniqueness in consumer behavior is often linked to positive outcomes, such as increased self-esteem, personal satisfaction, and social recognition [55].
However, this counter-conformity motivation may conflict with subjective norms, such as the opinions of family and friends [55]. Thus, consumers may face a struggle between their desire for individuality and their need to conform to social expectations. The previous literature indicates a positive relationship between the need for uniqueness and fashion leadership, which implies that individuals with a strong need for uniqueness are more likely to take the initiative to influence fashion trends rather than merely follow them [30,55].

2.6. Sustainability Knowledge-Seeking

Regarding sustainable consumption, research finds that consumers process sustainability-relevant information differently across product categories [57]. In the context of fashion consumption, consumers’ general environmental concerns may not necessarily translate into conscious sustainable decisions or actions [58,59]. Research has indicated that, while consumers possess a general awareness of environmental issues, they often lack specific knowledge regarding the environmental impact of apparel purchases [9,59]. These findings hold even for environmentally conscious consumers, who may not be well-informed about sustainable practices in fashion consumption [59]. Moreover, previous studies have identified the gap between Chinese and US-based young consumers regarding sustainability knowledge [9]. A specific examination of Chinese young consumers’ sustainable consumption motives and patterns is needed.
Previous research has emphasized the crucial role of educating fashion leaders or innovators on sustainable consumption. It has been found that providing these individuals with knowledge, such as the environmental impact of textile waste and alternative disposal methods, can effectively sway their intentions towards embracing sustainable practices [60]. Meanwhile, high-level environmentally engaged fashion consumers desire more explicit information on ethical production and sustainability [53]. These studies also revealed that environmental knowledge related to apparel increased individual environmental concerns, which in turn led to more responsible and sustainable consumption practices [53]. Based on the above discussion, it can be assumed that Chinese Gen-Z consumers with a high level of involvement in sustainable fashion consumption tend to actively seek out sustainability knowledge and express their uniqueness through fashion clothing.

2.7. Fashion Consumption Behavior

Consumer behavior is a comprehensive process that encompasses three distinct stages, namely pre-purchase, purchase, and post-purchase [3]. Fashion consumption behavior pertains to the choices and behaviors that consumers exhibit when acquiring, utilizing, and disposing of fashion products [3,18,21]. It encompasses a diverse range of attitudes and actions associated with fashion, including shopping habits, brand loyalty, product predilections, and environmental consciousness [3,21]. Within the scope of this study, fashion consumption behavior is specifically characterized by consumers’ preferences and inclinations during the acquisition and utilization of fashion products, which have the potential to deliver sustainability.
Scholars have demonstrated a keen interest in exploring how to promote sustainability in the fashion industry from the perspective of fashion consumption behaviors [1,3,6,61,62]. Several noteworthy factors have been identified in promoting and instructing consumers on engaging in sustainable fashion consumption. First, fashion consumers are encouraged to engage in mindful consumption that prioritizes quality over quantity [3,6,63]. In this regard, fashionability can be manifested in high-quality craftsmanship, environmentally friendly fabric, and sensorial experiences [3]. Then, opting for and buying apparel featuring timeless fashion aesthetics can contribute to sustainability by facilitating a lengthier fashion cycle for consumers [54,64]. This approach consequently promotes the extension of garment lifespans and reduces the frequency of their disposal [54,64]. Versatility is also an influential factor that motivates fashion consumers to retain clothing for an extended lifespan [1,63]. Although newness and trendiness are key drivers that typically attract consumers to fast fashion items [11,54,65], these characteristics can also be embodied in sustainable fashion consumption through creativity and versatility. For example, blending and matching different fashion items can create varied, fresh, and fashionable outfits.
The growing trend of promoting circularity in fashion consumption has increased the interest in and development of the fashion resale market globally [66]. Swapping, renting, or purchasing second-hand clothing started to garner popularity among consumers from different cultural backgrounds [12,66]. Additionally, along with the development of the slow fashion movement, consumers are showing a greater preference for local brands and products that utilize local resources and contribute to the local sustainable economy [1,67]. A previous investigation has shown that Generation Z consumers exhibit a particular inclination toward local fashion brands [15]. Based on the literature review, fashion consumption behavior, in this study, involves consumers’ evaluations and inclinations regarding fashion products’ quality, price, design, versatility, and the buying frequency of second-hand clothing and local brands.

3. Research Method

3.1. Research Process

This study follows a four-stage research process, encompassing literature review, survey development, data collection, and data analysis. The initial phase involved defining the research purpose and objectives. The purpose of this study is to classify and profile Chinese Gen-Z adult consumers with high-level involvement in sustainable fashion consumption. Three grouping factors comprise fashion innovativeness, fashion involvement, and sustainability involvement. The profiling factors were also determined, including the need for uniqueness, sustainability knowledge-seeking, fashion consumption behaviors, and gender. Next, the survey instruments were developed based on the literature review. We targeted Chinese Gen-Z adult consumers aged between 18 and 25, with a target sample size of 120–200 participants. A convenience sampling method was employed to collect data using an online self-directed questionnaire. In terms of data analysis, Statistical Package for the Social Sciences (SPSS) and Amos were employed to process the data. Cluster analysis was utilized to classify and identify Chinese Gen-Z adults who are highly engaged in sustainable fashion consumption based on the three grouping factors. To differentiate the identified groups, Multivariate analysis of variance (MANOVA) and Pearson Chi-Square test were employed to compare the differences based on the profiling factors.

3.2. Sampling and Sample

Various interpretations have been proposed regarding the age parameters that define Generation Z (Gen-Z). However, the majority of scholars concur that individuals born between 1997 and 2012 are widely recognized as the quintessential Gen-Z cohort [13,15,16,68]. In the present investigation, we target Chinese Gen-Z adult consumers, so the age range of 18–25 years old was adopted as the criterion for recruiting participants. To gather data from Chinese Gen-Z individuals, the study employed both a convenience sampling strategy and the snowball approach. Specifically, this study initially recruited 70 Chinese Gen-Z participants through the personal connections of the researchers. The initial participants were 70 college students who were studying in the major cities of Beijing, Shanghai, and Guangzhou in China. Then, we encouraged these initial participants to invite their friends to participate in the research. A web-based questionnaire was designed using Qualtrics. The survey was then disseminated via emails and WeChat, which is a popular social media and messaging platform developed by Tencent, after obtaining approval from the Institutional Review Board. A total of 292 Chinese Gen-Z individuals completed the entire survey and met the eligibility criteria.
Table 1 presents a summary of participants’ demographic characteristics, including age, gender, monthly personal income, monthly fashion expenditure, and the proportion of second-hand clothing in their wardrobes. The majority of respondents were female, comprising 76.7% (n = 224) of the total sample, while 68 male participants accounted for 23.3%. All participants (n = 292, 100%) were aged between 18 and 25 years, falling within the Gen-Z cohort.
In the survey, we used the Chinese currency Yuan (CNY) to collect information about participants’ monthly income and fashion-related expenditures. The majority of participants reported spending less than 1000 CNY per month on fashion clothing and accessories. In terms of monthly income, 65.8% of respondents (n = 192) reported earning less than 3000 CNY, while 19.9% (n = 58) reported earning between 3000–5000 CNY. Concerning the proportion of second-hand clothing in their wardrobes, over half of the respondents (n = 176, 60.3%) reported having no second-hand clothing, and 28.8% (n = 84) reported having less than 10% of second-hand clothing in their wardrobes.

3.3. Instrument Development

The survey conducted in this study consisted of four sections. The first section included a brief introduction to the study and the IRB exemption code. The second section comprised a series of multi-item scales designed to measure five constructs. The third section consisted of seven questions related to fashion consumption behaviors, which were developed by the researchers. The fourth section collected demographic information from the participants.
The survey was created in English, and then translated into Chinese and back-translated into English by two researchers proficient in both Chinese and English languages. Any significant differences identified during the translation process were addressed through discussion to ensure conceptual consistency in the meaning conveyed by the survey instruments.
Regarding research constructs, a three-item scale measuring fashion innovativeness (FIS) was adapted from Flynn and Goldsmith (1993) and Bertrandias and Goldsmith (2006) [34,69]. Multi-item scales assessing fashion involvement (FI) and sustainability involvement (SI) were adapted from Zaichkowsky’s research [41]. Measures of need for uniqueness were adapted from Matthews, Rothenberg et al. (2019) [30], and the four-item measure of sustainability knowledge-seeking was adapted from Cavender and Lee’s study [31]. To measure FI and SI, a semantic differential seven-point scale was adopted. Meanwhile, the constructs of FIS, NU, and SK were measured using a seven-point Likert scale with 1 indicating “strongly disagree” and 7 indicating “strongly agree”. Research construct validity and reliability were assessed via exploratory factor analysis, confirmatory factor analysis, and Cronbach alpha checking. All statistic characteristics meet or exceed accepted thresholds. The indicator variable was created by averaging items for the five constructs: FIS, FI, SI, NU, and SK.
Seven questions about fashion consumption behaviors were identified and developed by researchers in this current study, focusing on profiling Chinese Gen-Z adult consumers with a high level of involvement in sustainable fashion consumption. These questions include a preference for quality over quantity, classic and versatile design, a willingness to pay more for high-quality apparel, an interest in newness and trendiness, the frequency of buying second-hand fashion products online and in physical stores, and the frequency of purchasing from local brands. Regarding the questions related to frequency in the fashion consumption pattern part, a five-point frequency scale was employed. Specifically, this scale ranged from 1 to 5, with 1 denoting “never”, 2 denoting “sometimes”, 3 denoting “about half the time”, 4 denoting “often”, and 5 denoting “always”. Apart from the questions about frequency, a seven-point Likert scale was utilized to gauge participants’ level of agreement with the statements. A summary of all the initial constructs and related items used in the study is presented in Table 2.

4. Analysis and Results

4.1. Preliminary Data Analysis and Results

Statistical Package for the Social Sciences (SPSS) and Amos was utilized for processing data, examining the reliability and validity of constructs, checking assumptions, identifying groups, and comparing the key factors. We first conducted the exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) to examine the measurement model of three grouping factors (FI, SI, and FIS). According to the results of EFA, a total of 12 items explained around 72.1% of the total variation, and the range of the communalities extraction loading was determined to be between 0.62 and 0.82. The Kaiser–Meyer–Olkin measure was computed to be 0.87, demonstrating a robust sample. In addition, the EFA loadings of all items were within the range of 0.74–0.99, signifying the reliability of all constructs. Table 3 presents the essential characteristics of the ultimate measurement.
The CFA results revealed an excellent model fit (goodness of fit index (GFI) = 0.94; comparative fit index (CFI) = 0.97; Tucker–Lewis Index (TLI) = 0.96; χ2 (51) = 103.39; χ2/df = 2.03; root mean square error of approximation (RMSEA) = 0.059). The average variance-extracted estimates (AVEs) of the three scales were between 0.61 and 0.64, surpassing the suggested threshold of 0.50 [70], providing evidence for the convergent validity of all constructs. A matrix was used to compare the square root of each construct’s AVE to the inter-construct correlations, and all square roots of AVEs were greater than the inter-construct correlations (Table 4). This provided evidence for discriminant validity and indicated that the three grouping constructs were statistically distinct from each other. The reliability of all five multi-item scales was further supported by Cronbach’s alpha values, which ranged from 0.76 to 0.90, exceeding the threshold of 0.70 suggested by Fornell and Larcker [70].

4.2. Group Identification

A cluster analysis was conducted to classify consumers with three input variables, including fashion innovativeness, fashion involvement, and sustainability involvement. A suggested two-stage process was employed, in which a hierarchical cluster analysis using Ward’s method was performed to identify the number of clusters, initial points, and any outliers, followed by a non-hierarchical clustering [71]. The dendrogram showed that a two-cluster solution was most appropriate. Then a non-hierarchical cluster analysis using K-means and the Euclidian distances method was employed to refine the clusters. Multivariate analysis of variance (MANOVA) was employed to validate significant differences among the groups. Both Box’s Test of Equality of Covariance Matrices and Levene’s Test of Equality of Error Variances exhibit satisfactory values. Pairwise comparisons were also conducted based on estimated marginal means using the Bonferroni method, and differences between the two clusters were significantly noted. The results of group classification and test of between-subjects effects were summarized and presented in Table 5.
The data analysis revealed that Group 1 (n = 163, 55.82%) demonstrated a greater degree of engagement with sustainable fashion consumption, as evidenced by the higher mean scores across three grouping factors compared to Group 2 (n = 129, 44.18%). Based on their levels of involvement in sustainable fashion consumption, Group 1 was labeled as the passionate eco-conscious consumer group, and Group 2 was referred to as the indifferent fashion consumer group.

4.3. Profiling the Identified Groups

Due to the different scales, two sets of Multivariate Analysis of Variance (MANOVA) were conducted with pairwise comparisons using Bonferroni to investigate the differences between the two groups and examine differences in the need for uniqueness, sustainable knowledge-seeking, and fashion consumption behaviors. Box’s Test of Equality of Covariance Matrices and Levene’s Test of Equality of Error Variances yield acceptable values.
The first set of MANOVA, which utilized Pillai’s Trace, was conducted to examine the difference between the two groups in terms of the need for uniqueness, sustainability knowledge-seeking, quality over quantity, favoring classic and versatile design, willingness to pay more for high-quality clothing, seeking newness and trendiness. A statistically significant result (V = 0.23, F (1,290) = 13.77, p < 0.001) was revealed, indicating a significant difference between the passionate eco-conscious consumer group and the indifferent fashion consumer group. Pairwise comparisons confirmed the distinctions between the two groups. Table 6 presents the major results of the first round of MANOVA, where it is shown that participants in the passionate eco-conscious consumer group scored significantly higher in all independent variables during their fashion consumption compared to participants in the indifferent fashion consumer group.
In relation to the assessment of the frequency of online purchasing of second-hand fashion items, in-store purchasing of second-hand fashion items, and the procurement of products from local brands, a second set of Multivariate Analysis of Variance (MANOVA) was conducted. Although a statistically significant result (Pillai’s Trace V = 0.04, F (1,290) = 4.15, p = 0.007) was revealed, only the noteworthy difference concerning the frequency of buying second-hand fashion products in physical stores between the two groups was supported. The primary outcomes of the second round of MANOVA are presented in Table 7.
To characterize the identified groups, we utilized the Crosstabs technique to examine the gender-based distinctions between the two groups. The results showed that in Group 1, the number of female participants (n = 142) was six times greater than male participants (n = 21). Concerning Group 2, females (n = 82) comprised 63.57% of the group, while males (n = 47) accounted for 36.43%. The Pearson Chi-Square test demonstrated a statistically significant gender difference between the passionate eco-conscious consumer group and the indifferent fashion consumer group (χ2 = 22.36, df = 1, p < 0.001).

5. Discussion

This study disclosed that participants in the passionate eco-conscious consumer group demonstrate a significantly higher level of engagement across all three grouping factors—fashion innovativeness, fashion involvement, and sustainability involvement—compared to the indifferent fashion consumer group. These results highlighted that Chinese Gen-Z respondents who prioritize sustainable fashion consumption are not only fashion-conscious but also sustainability-conscious, possessing considerable influence among their peers in fashion consumption. These findings support previous research indicating that fashion innovators are influential in the diffusion of new fashion trends [29,33] and that consumer environmental involvement is a critical factor in sustainable consumption [24,51,52]. It is worth noting that this study revealed the emerging and profound finding that Chinese Gen-Z participants who are passionate about eco-conscious fashion consumption integrate fashionability and sustainability into their fashion consumption practices.
To further understand the characteristics of the two identified groups, we profiled each group based on their need for uniqueness, knowledge-seeking behavior in sustainability, and fashion consumption behaviors. The results showed that eco-conscious consumers have a significantly higher need for uniqueness compared to indifferent fashion consumers, indicating that this group of Gen-Z consumers prioritizes expressing their unique individualities through sustainable fashion consumption. This finding aligns with previous research that has identified the need for uniqueness as a key factor in predicting fashion innovativeness or leadership [30,55].
Likewise, eco-conscious consumers manifest a markedly elevated level of sustainability knowledge-seeking compared to indifferent fashion consumers, indicating that this group of consumers proactively acquire knowledge regarding sustainability while engaging in sustainable fashion consumption. Furthermore, the perceived level of sustainability knowledge among Chinese Gen-Z participants could play a pivotal role in shaping their sustainable fashion consumption behaviors. This finding corroborates the significance of sustainability knowledge in shaping the fashion consumption behaviors of young consumers regarding environmental and social aspects, which is in line with earlier research [53,60].
The comparison of the identified two groups of consumers found significant differences exist in five aspects regarding fashion consumption behaviors. Consumers who have a high level of engagement with sustainable fashion consumption emphasize quality over quantity and are willing to pay more for high-quality fashion clothing. This finding is consistent with previous research showing that Gen-Z consumers in China prefer high-quality fashion outfits with longevity [15]. It is also in alignment with the extant literature, which highlights American consumers’ inclination towards superior quality in their sustainable fashion purchases [1,54,63]. Furthermore, this research identified that passionate eco-conscious Gen-Z consumers prefer classic and versatile fashion designs. This finding concurs with previous studies, which have posited that the incorporation of timeless style and versatility in sustainable fashion merchandise is imperative to entice consumers [1,3,11,64,67]. Passionate eco-conscious Gen-Z consumers show a greater preference for pursuing newness and trendiness than indifferent fashion consumers. It provides further evidence for the finding that consumers with high-level involvement in sustainable fashion consumption emphasize both sustainability and fashionability. This discovery is consistent with previous research that claims a number of Gen-Z consumers exhibit an affinity for current and stylish fashion merchandise [4,13]. Versatility can also be associated with a desire for novelty and stylishness; for instance, consumers may use various fashion items they already own to create new and stylish looks through mixing and matching [3].
Furthermore, we found that respondents from both groups exhibited a relatively diminished average score pertaining to the frequency of purchasing second-hand apparel, which may be caused by the competitive pricing of newly manufactured apparel in China. Chinese passionate eco-conscious Gen-Z consumers prefer purchasing second-hand clothing in physical stores compared to their counterparts, indicating that they prefer physical trying-on experiences and shopping environments for second-hand fashion items. Meanwhile, this preference may be driven by their concerns about the real quality of second-hand clothing, which could be more difficult to assess online. No significant difference was observed between the two groups in terms of their frequency of buying second-hand fashion products online. This may be ascribed to the fact that young consumers are digitally savvy and prefer to purchase fashion products, including second-hand clothing, through online channels. [13,20]. This research examined the difference in the frequency of purchasing fashion products from local brands between the two groups, and no significant difference was found. This may be explained by the previous finding that Asian young consumers prefer local fashion brands [15], or it could be indicative of Chinese Gen-Z adult consumers’ impartiality towards international and local fashion brands.
This study revealed that gender is a significant factor in distinguishing the two groups. The passionate eco-conscious consumer group comprises a substantially higher proportion of female participants than the indifferent fashion consumer group, indicating that female Gen-Z consumers exhibit a greater proclivity toward embracing sustainable fashion consumption practices. This outcome aligns with previous research indicating that women are more likely to take on the role of fashion innovators and wield significant influence over their peers [34,45].

6. Implications, Conclusions, Limitations, and Future Research

This study provides a contribution to the understanding of the factors driving sustainable fashion consumption behavior among Chinese Gen-Z adult consumers, which enriches the body of knowledge on sustainability and Gen-Z consumers in the textile and apparel industry. This study identifies consumers with a high level of involvement in sustainable fashion consumption based on both sustainability and fashion factors, providing a more comprehensive understanding of the complex interplay between sustainability and fashion in driving consumer behavior. Furthermore, this study offers guidance and suggestions for fashion practitioners and policymakers seeking to promote sustainable fashion consumption among Chinese Gen-Z adult consumers.
A persona for Chinese Gen-Z adult consumers who exhibit high involvement in sustainable fashion consumption was identified and presented based on the results, as shown in Figure 1. This study’s results provide insights into Chinese Gen-Z consumers who are passionate about sustainable fashion consumption, offering valuable guidance for fashion brands targeting this demographic not only in China but also in other cultural contexts. Fashion brands may consider targeting female Gen-Z consumers with a well-educated background as a strategic approach from a marketing management perspective. To appeal to Gen-Z customers interested in eco-friendly fashion practices, it is crucial to highlight both fashionability and sustainability when promoting sustainable fashion products and advocating sustainable fashion consumption.
Fashion companies can showcase their products’ sustainability benefits along with the new fashion collections’ release to appeal to Gen-Z customers interested in eco-friendly fashion practices. They can also disseminate environmental and social sustainability knowledge through various media channels, such as popular social media platforms like WeChat and Douyin (Chinese TikTok), on a regular basis to engage targeted Chinese Gen-Z consumers. Previous research supports the notion that video content on sustainability knowledge may be more popular among Gen-Z consumers [15,72]. Overall, enhancing the availability of environmental and social sustainability knowledge is imperative for targeting Gen-Z consumers who exhibit a high involvement in sustainable fashion consumption in China.
This study revealed that Chinese Gen-Z adult consumers who are passionate about both fashionability and sustainability value classic design, high quality, versatility, and novel stylishness in fashion products. Therefore, fashion practitioners are advised to address these consumer needs by offering fashion products with fashionable styles and excellent quality and emphasizing the adaptability of fashion products. Furthermore, fashion brands could provide workshops or services that help consumers mix and match their current fashion items to create novel fashionable styles, which could encourage them to use their existing clothes for a longer time period.
In order to effectively promote sustainable fashion consumption among Chinese Gen-Z consumers, it is important for fashion brands and retailers to help their consumers express their unique personalities through their fashion choices. This can be achieved through the development of new products or the delivery of services that guide consumers on how to mix and match their clothing to engender distinctive and personalized styles. This study suggests that second-hand clothing businesses operating in physical stores may be more likely to succeed. Furthermore, fashion brands could achieve a more effective and efficient dissemination of sustainable fashion practices in China by directing their efforts toward female Gen-Z adult consumers. In addition to these marketing suggestions, policymakers can use this study’s insights to develop targeted interventions and campaigns aimed at increasing awareness and promoting sustainable fashion consumption among Gen-Z consumers in China.
In conclusion, the research findings indicate that the degree of engagement of Gen-Z consumers in sustainable fashion consumption is influenced by the need for uniqueness, sustainability knowledge, and fashion consumption patterns and preferences. Chinese Gen-Z adult consumers prioritize high-quality, classic design, versatility, and stylish appearance during their fashion consumption. They would like to pay more for premium fashion products and express their individuality when making sustainable fashion purchases. Additionally, they actively seek sustainability knowledge and prefer to support second-hand clothing physical stores. Compared to their male counterparts, female Gen-Z consumers exhibit stronger preferences and more favorable attitudes toward sustainable fashion practices. Based on these results, a persona of Chinese Gen-Z consumers with a high level of engagement in sustainable fashion consumption was created. This study provides valuable marketing guidance for fashion brands to promote sustainability in the Chinese and global markets.
To the best of our knowledge, the current study is the first one to identify and classify consumers with high-level engagement with sustainable fashion consumption based on the two dimensions of sustainability and fashionability. This study has validated existing theories, such as the fashion innovativeness theory and consumer involvement theory, in the context of sustainable fashion consumption among Chinese Gen-Z adults. The knowledge body regarding Generation Z, sustainability, and fashion consumption behavior could be enriched through this research.
However, several limitations of this study should be considered. Firstly, this study was limited to a Chinese Gen-Z sample, which may not be representative of the global population. The unique characteristics of the Gen-Z cohort may differ across various cultural contexts. Thus, future studies could explore sustainable fashion consumption among Gen-Z consumers from different cultural backgrounds or use a cross-cultural comparison approach. Secondly, this research targets Chinese Gen-Z adult consumers and cannot represent the entire cohort of Gen Z in China. A convenience sampling method was employed to recruit participants from major cities in China. Regarding the monthly income, about 85% of participants in this research reported earning less than 5000 CNY. It is less than the average monthly salary of 8900 CNY in the major cities of China according to the report of Statista in 2021. The aforementioned aspects may restrict the generalization of the research findings, so future studies could use a national-based sample and collect data across the age scope of Gen-Z individuals and from different regions. Thirdly, while this study found that gender plays a significant role in differentiating Gen-Z consumers with high-level involvement in sustainable fashion consumption, female participants accounted for more than 60% of both identified groups. Future research could employ the quota sampling method to recruit an equal number of female and male respondents, which could increase the degree of generalization.
Overall, this study sheds light on the factors that influence Chinese Gen-Z adult consumers’ engagement in sustainable fashion consumption. It provides valuable insights for marketers and businesses to develop effective strategies to target this consumer segment. Nevertheless, future research should explore other cultural contexts, utilize a more diverse sample, and further investigate the impact of gender on sustainable fashion consumption among Gen-Z consumers.

Author Contributions

Conceptualization, Y.Z. and Y.L.; methodology, C.L.; software, Y.L.; validation, Y.Z., C.L. and Y.L.; formal analysis, Y.Z.; investigation, Y.Z.; resources, Y.L.; data curation, Y.L.; writing—original draft preparation, Y.Z.; writing—review and editing, C.L.; visualization, Y.Z.; supervision, C.L.; project administration, Y.L. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Institutional Review Board Statement

The study was conducted in accordance with the Declaration of Helsinki and approved by the Institutional Review Board of Louisiana State University.

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

Data-sharing is not applicable.

Acknowledgments

The authors would like to thank the participants that took part in the investigation.

Conflicts of Interest

The authors declare no conflict of interest.

References

  1. Jung, S.; Jin, B. A theoretical investigation of slow fashion: Sustainable future of the apparel industry. Int. J. Consum. Stud. 2014, 38, 510–519. [Google Scholar] [CrossRef]
  2. Ozdamar Ertekin, Z.; Atik, D. Sustainable markets: Motivating factors, barriers, and remedies for mobilization of slow fashion. J. Macromark. 2015, 35, 53–69. [Google Scholar] [CrossRef]
  3. Clark, H. SLOW + FASHION—An Oxymoron—Or a Promise for the Future…? Fash. Theory 2008, 12, 427–446. [Google Scholar] [CrossRef]
  4. Atik, D.; Ertekin, Z.O. The restless desire for the new versus sustainability: The pressing need for social marketing in fashion industry. J. Soc. Mark. 2023, 13, 1–19. [Google Scholar] [CrossRef]
  5. Dean, C. Waste—Is It ‘Really’ in Fashion? 2020. Available online: https://www.fashionrevolution.org/waste-is-it-really-in-fashion/ (accessed on 2 April 2023).
  6. Fletcher, K. Slow fashion: An invitation for systems change. Fash. Pract. 2010, 2, 259–265. [Google Scholar] [CrossRef]
  7. Jung, S.; Jin, B. Sustainable development of slow fashion businesses: Customer value approach. Sustainability 2016, 8, 540. [Google Scholar] [CrossRef]
  8. Liang, J.; Li, J.; Lei, Q. Exploring the influence of environmental values on green consumption behavior of apparel: A chain multiple mediation model among Chinese Generation Z. Sustainability 2022, 14, 12850. [Google Scholar] [CrossRef]
  9. Su, J.; Watchravesringkan, K.; Zhou, J.; Gil, M. Sustainable clothing: Perspectives from US and Chinese young Millennials. Int. J. Retail. Distrib. Manag. 2019, 47, 1141–1162. [Google Scholar] [CrossRef]
  10. Su, J.; Watchravesringkan, K.T.; Zhou, J. Young consumers’ perceptions of sustainable clothing: Empirical insights from Chinese post-90s’ college students. In Chinese Consumers and the Fashion Market; Springer: Singapore, 2018; pp. 97–117. [Google Scholar]
  11. Joy, A.; Sherry, J.F., Jr.; Venkatesh, A.; Wang, J.; Chan, R. Fast fashion, sustainability, and the ethical appeal of luxury brands. Fash. Theory 2012, 16, 273–295. [Google Scholar] [CrossRef]
  12. Lang, C.; Seo, S.; Liu, C. Motivations and obstacles for fashion renting: A cross-cultural comparison. J. Fash. Mark. Manag. Int. J. 2019, 23, 519–536. [Google Scholar] [CrossRef]
  13. Nanda, M. Gen-Z Shopping: Separating Myth from Reality; Business of Fashion: London, UK, 2020. [Google Scholar]
  14. Wang, W. How has the fashion industry reacted to Gen z’s completely different consumption concepts and shopping habits. Acad. J. Humanit. Soc. Sci. 2021, 4, 72–80. [Google Scholar]
  15. Kim, A.; McInerney, P.; Smith, T.R.; Yamakawa, N. What Makes Asia–Pacific’s Generation Z Different; McKinsey & Company: Atlanta, GA, USA, 2020; pp. 1–10. [Google Scholar]
  16. Liu, F. Driving green consumption: Exploring Generation Z consumers’ action issues on sustainable fashion in China. Stud. Soc. Sci. Humanit. 2022, 1, 25–49. [Google Scholar] [CrossRef]
  17. Joy, A.; Zhu, Y.; Peña, C.; Brouard, M. Digital future of luxury brands: Metaverse, digital fashion, and non-fungible tokens. Strateg. Chang. 2022, 31, 337–343. [Google Scholar] [CrossRef]
  18. Henninger, C.E.; Alevizou, P.J.; Oates, C.J. What is sustainable fashion? J. Fash. Mark. Manag. Int. J. 2016, 20, 400–416. [Google Scholar] [CrossRef]
  19. Mukendi, A.; Davies, I.; Glozer, S.; McDonagh, P. Sustainable fashion: Current and future research directions. Eur. J. Mark. 2020, 54, 2873–2909. [Google Scholar] [CrossRef]
  20. Song, Y.; Qin, Z.; Qin, Z. Green marketing to gen Z consumers in China: Examining the mediating factors of an eco-label–informed purchase. Sage Open 2020, 10, 2158244020963573. [Google Scholar] [CrossRef]
  21. Solomon, M.R. Consumer Behavior: Buying, Having, and Being; Pearson: Boston, MA, USA, 2017; Volume 12. [Google Scholar]
  22. Auty, S.; Elliott, R. Fashion involvement, self-monitoring and the meaning of brands. J. Prod. Brand Manag. 1998, 7, 109–123. [Google Scholar] [CrossRef]
  23. O’Cass, A.; Choy, E. Studying Chinese generation Y consumers’ involvement in fashion clothing and perceived brand status. J. Prod. Brand Manag. 2008, 17, 341–352. [Google Scholar] [CrossRef]
  24. Cheng, Z.-H.; Chang, C.-T.; Lee, Y.-K. Linking hedonic and utilitarian shopping values to consumer skepticism and green consumption: The roles of environmental involvement and locus of control. Rev. Manag. Sci. 2020, 14, 61–85. [Google Scholar] [CrossRef]
  25. Stahl, C.C.; Literat, I. # GenZ on TikTok: The collective online self-Portrait of the social media generation. J. Youth Stud. 2022, 1–22. [Google Scholar] [CrossRef]
  26. Rogers, E.M. Lessons for guidelines from the diffusion of innovations. Jt. Comm. J. Qual. Improv. 1995, 21, 324–328. [Google Scholar] [CrossRef] [PubMed]
  27. Venkatraman, M.P.; Price, L.L. Differentiating between cognitive and sensory innovativeness: Concepts, measurement, and implications. J. Bus. Res. 1990, 20, 293–315. [Google Scholar] [CrossRef]
  28. Citrin, A.V.; Sprott, D.E.; Silverman, S.N.; Stem, J.D.E. Adoption of Internet shopping: The role of consumer innovativeness. Ind. Manag. Data Syst. 2000, 100, 294–300. [Google Scholar] [CrossRef]
  29. Gitimu, P.N.; Workman, J.; Robinson, J.R. Garment quality evaluation: Influence of fashion leadership, fashion involvement, and gender. Int. J. Fash. Des. Technol. Educ. 2013, 6, 173–180. [Google Scholar] [CrossRef]
  30. Matthews, D.; Rothenberg, L.; Gopalakrishnan, S. The impact of mass customization on fashion-innovative students: An assessment of need for uniqueness, self-identity, and perceived performance risk. Int. J. Fash. Des. Technol. Educ. 2019, 12, 293–300. [Google Scholar] [CrossRef]
  31. Cavender, R.C.; Lee, M.-Y. Exploring the influence of sustainability knowledge and orientation to slow consumption on fashion leaders’ drivers of fast fashion avoidance. Am. J. Theor. Appl. Bus. 2018, 4, 90–101. [Google Scholar] [CrossRef]
  32. Kobia, C.; Liu, C. Teen girls’ adoption of a virtual fashion world. Young Consum. 2016, 17, 419–432. [Google Scholar] [CrossRef]
  33. Mohamed, M.A.; Wee, Y.G. Effects of consumer innovativeness, fashion innovativeness, and fashion involvement on online purchase intention. J. Entrep. Bus. 2020, 8, 50–71. [Google Scholar] [CrossRef]
  34. Bertrandias, L.; Goldsmith, R.E. Some psychological motivations for fashion opinion leadership and fashion opinion seeking. J. Fash. Mark. Manag. Int. J. 2006, 10, 25–40. [Google Scholar] [CrossRef]
  35. Workman, J.E.; Cho, S. Gender, fashion consumer groups, and shopping orientation. Fam. Consum. Sci. Res. J. 2012, 40, 267–283. [Google Scholar] [CrossRef]
  36. Narayana, C.L.; Markin, R.J. Consumer behavior and product performance: An alternative conceptualization. J. Mark. 1975, 39, 1–6. [Google Scholar] [CrossRef]
  37. Olshavsky, R.W.; Granbois, D.H. Consumer decision making—Fact or fiction? J. Consum. Res. 1979, 6, 93–100. [Google Scholar] [CrossRef]
  38. Fairhurst, A.E.; Good, L.K.; Gentry, J.W. Fashion involvement: An instrument validation procedure. Cloth. Text. Res. J. 1989, 7, 10–14. [Google Scholar] [CrossRef]
  39. Greenwald, A.G.; Leavitt, C. Audience involvement in advertising: Four levels. J. Consum. Res. 1984, 11, 581–592. [Google Scholar] [CrossRef]
  40. Khare, A.; Rakesh, S. Predictors of fashion clothing involvement among Indian youth. J. Target. Meas. Anal. Mark. 2010, 18, 209–220. [Google Scholar] [CrossRef]
  41. Zaichkowsky, J.L. Measuring the involvement construct. J. Consum. Res. 1985, 12, 341–352. [Google Scholar] [CrossRef]
  42. O’cass, A. Fashion clothing consumption: Antecedents and consequences of fashion clothing involvement. Eur. J. Mark. 2004, 38, 869–882. [Google Scholar] [CrossRef]
  43. Naderi, I. Beyond the fad: A critical review of consumer fashion involvement. Int. J. Consum. Stud. 2013, 37, 84–104. [Google Scholar] [CrossRef]
  44. Su, J.; Tong, X. An empirical study on Chinese adolescents’ fashion involvement. Int. J. Consum. Stud. 2020, 44, 232–242. [Google Scholar] [CrossRef]
  45. Summers, J.O. The identity of women’s clothing fashion opinion leaders. J. Mark. Res. 1970, 7, 178–185. [Google Scholar] [CrossRef]
  46. Schultz, P.W.; Shriver, C.; Tabanico, J.J.; Khazian, A.M. Implicit connections with nature. J. Environ. Psychol. 2004, 24, 31–42. [Google Scholar] [CrossRef]
  47. Schwartz, S.H. Are there universal aspects in the structure and contents of human values? J. Soc. Issues 1994, 50, 19–45. [Google Scholar] [CrossRef]
  48. D’souza, C.; Taghian, M. Green advertising effects on attitude and choice of advertising themes. Asia Pac. J. Mark. Logist. 2005, 17, 51–66. [Google Scholar] [CrossRef]
  49. Mohr, L.A.; Ero, D.; Ellen, P.S. The development and testing of a measure of skepticism toward environmental claims in marketers’ communications. J. Consum. Aff. 1998, 32, 30–55. [Google Scholar] [CrossRef]
  50. Prakash, G.; Pathak, P. Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. J. Clean. Prod. 2017, 141, 385–393. [Google Scholar] [CrossRef]
  51. Bang, H.K.; Ellinger, A.E.; Hadjimarcou, J.; Traichal, P.A. Consumer concern, knowledge, belief, and attitude toward renewable energy: An application of the reasoned action theory. Psychol. Mark. 2000, 17, 449–468. [Google Scholar] [CrossRef]
  52. Gregory, G.D.; Leo, M.D. Repeated behavior and environmental psychology: The role of personal involvement and habit formation in explaining water consumption 1. J. Appl. Soc. Psychol. 2003, 33, 1261–1296. [Google Scholar] [CrossRef]
  53. McNeill, L.; Moore, R. Sustainable fashion consumption and the fast fashion conundrum: Fashionable consumers and attitudes to sustainability in clothing choice. Int. J. Consum. Stud. 2015, 39, 212–222. [Google Scholar] [CrossRef]
  54. Watson, M.Z.; Yan, R.N. An exploratory study of the decision processes of fast versus slow fashion consumers. J. Fash. Mark. Manag. Int. J. 2013, 17, 141–159. [Google Scholar]
  55. Tian, K.T.; Bearden, W.O.; Hunter, G.L. Consumers’ need for uniqueness: Scale development and validation. J. Consum. Res. 2001, 28, 50–66. [Google Scholar] [CrossRef]
  56. Snyder, C.R.; Fromkin, H.L. Abnormality as a positive characteristic: The development and validation of a scale measuring need for uniqueness. J. Abnorm. Psychol. 1977, 86, 518. [Google Scholar] [CrossRef]
  57. McDonald, S.; Oates, C.; Thyne, M.; Alevizou, P.; McMorland, L.-A. Comparing sustainable consumption patterns across product sectors. Int. J. Consum. Stud. 2009, 33, 137–145. [Google Scholar] [CrossRef]
  58. Gam, H.J. Are fashion-conscious consumers more likely to adopt eco-friendly clothing? J. Fash. Mark. Manag. Int. J. 2011, 15, 178–193. [Google Scholar]
  59. Connell, K.Y.H. Internal and external barriers to eco-conscious apparel acquisition. Int. J. Consum. Stud. 2010, 34, 279–286. [Google Scholar] [CrossRef]
  60. Morgan, L.R.; Birtwistle, G. An investigation of young fashion consumers’ disposal habits. Int. J. Consum. Stud. 2009, 33, 190–198. [Google Scholar] [CrossRef]
  61. Štefko, R.; Steffek, V. Key issues in slow fashion: Current challenges and future perspectives. Sustainability 2018, 10, 2270. [Google Scholar] [CrossRef]
  62. Legere, A.; Kang, J. The role of self-concept in shaping sustainable consumption: A model of slow fashion. J. Clean. Prod. 2020, 258, 120699. [Google Scholar] [CrossRef]
  63. Jung, S.; Jin, B. From quantity to quality: Understanding slow fashion consumers for sustainability and consumer education. Int. J. Consum. Stud. 2016, 40, 410–421. [Google Scholar] [CrossRef]
  64. Casto, M.A.; DeLong, M. Exploring esthetic response to classic as a means to slow fashion. Fash. Pract. 2019, 11, 105–131. [Google Scholar] [CrossRef]
  65. Reilly, A.; Hawley, J. Attention deficit fashion. Fash. Style Pop. Cult. 2019, 6, 85–98. [Google Scholar] [CrossRef]
  66. Gopalakrishnan, S.; Matthews, D. Collaborative consumption: A business model analysis of second-hand fashion. J. Fash. Mark. Manag. Int. J. 2018, 22, 354–368. [Google Scholar] [CrossRef]
  67. Jung, S. Slow Fashion: Understanding Potential Consumers and Creating Customer Value for Increasing Purchase Intention and Willingness to Pay a Price Premium; The University of North Carolina at Greensboro: Greensboro, NC, USA, 2014. [Google Scholar]
  68. Sun, Y.; Wang, R.; Cao, D.; Lee, R. Who are social media influencers for luxury fashion consumption of the Chinese Gen Z? categorisation and empirical examination. J. Fash. Mark. Manag. Int. J. 2021, 26, 603–621. [Google Scholar] [CrossRef]
  69. Flynn, L.R.; Goldsmith, R.E. A validation of the Goldsmith and Hofacker innovativeness scale. Educ. Psychol. Meas. 1993, 53, 1105–1116. [Google Scholar] [CrossRef]
  70. Fornell, C.; Larcker, D.F. Structural equation models with unobservable variables and measurement error: Algebra and statistics. J. Mark. Res. 1981, 18, 382–388. [Google Scholar] [CrossRef]
  71. Punj, G.; Stewart, D.W. Cluster analysis in marketing research: Review and suggestions for application. J. Mark. Res. 1983, 20, 134–148. [Google Scholar] [CrossRef]
  72. Yang, Y.; Ha, L. Why people use TikTok (Douyin) and how their purchase intentions are affected by social media influencers in China: A uses and gratifications and parasocial relationship perspective. J. Interact. Advert. 2021, 21, 297–305. [Google Scholar] [CrossRef]
Sustainability 15 08447 g001 550
Figure 1. Persona of Chinese Gen-Z consumers with high-level involvement in sustainable fashion consumption.
Figure 1. Persona of Chinese Gen-Z consumers with high-level involvement in sustainable fashion consumption.
Sustainability 15 08447 g001
Table
Table 1. Demographic characteristics of participants.
Table 1. Demographic characteristics of participants.
Itemsn%Itemsn%
Gender Monthly spending on fashion consumption (CNY)
Male6823.30%Less than 50016757.20%
Female22476.70%500–10009432.20%
1001–3000289.60%
Age 3001–500010.30%
18–25292100%More than 500020.70%
Monthly personal income (CNY) The percentage of second-hand clothing
Below 300019265.80%in the closet
3000–50005819.90%None17660.30%
5001–10,0003010.30%Less than 10%8428.80%
10,001–15,00082.70%About 15%248.20%
15,001–20,00010.30%About 20%62.10%
More than 20,00131.00%More than 20%20.60%
Total292100%Total292100%
Table
Table 2. Instruments.
Table 2. Instruments.
ConstructItemsCodingReferences
Fashion
innovativeness
(FIS)		I will buy a new fashion product that I have not seen before.FIS1*[34,69]
I am the first in my circle of friends to buy a new fashion product when it appears.FIS2
I know the names of new fashion designers before other people do.FIS3
Fashion
involvement
(FI)		In terms of fashion clothing, I think that it is: [41]
Important......unimportantFI1
Beneficial......not beneficialFI2
Vital......superfluousFI3
Appealing……unappealingFI4
Wanted……unwantedFI5
Sustainability
involvement (SI)		To me, environmental and social issues related to fashion clothing production and consumption are: [41]
Important….unimportantSI1*
Of no concern……of concern to meSI2
Irrelevant……relevantSI3
Means a lot to me…means nothing to meSI4
Matters to me……doesn’t matter to meSI5
Essential……nonessentialSI6
Need for
uniqueness (NU)		I’m often on the lookout for new fashion products that will add to my personal uniqueness.NU1[30]
Having an eye for fashion products that are interesting and unusual assists me in establishing a distinctive image.NU2
I often try to find a more interesting version of run-of-the-mill fashion products because I enjoy being original.NU3
I often dress unconventionally even when it’s likely to offend others.NU4
Sustainability knowledge-seeking (SK)I would hear more about the environmental sustainability initiatives of apparel companies in the news.SK1[31]
Having knowledge of whether fashion companies have environmental sustainability initiatives might affect my purchase decisions.SK2
I would know more about the socially responsible apparel business, such as fair wages for factory workers.SK3
Knowing more about whether fashion brands have social sustainability initiatives might affect my purchase decisions.SK4
Fashion
consumption
behavior		Quality over quantity Researchers in this current study
Favoring classic and versatile design
Willingness to pay more for high-quality clothing
Seeking newness and trendiness
Frequency of buying second-hand fashion products online
Frequency of buying second-hand fashion products in physical stores
Frequency of purchasing from local brands.
Notes: In the final scales, FIS1* and SI1* were removed due to the low CFA loading (<0.65).
Table
Table 3. Key properties of the final measurement.
Table 3. Key properties of the final measurement.
ConstructsItemsEFACFAAVECRAlpha
LoadingLoading
FISFIS20.890.810.620.770.76
FIS30.870.77
FIFI10.840.750.610.890.88
FI20.820.71
FI30.820.79
FI40.770.83
FI50.740.820.640.90.9
SISI20.830.69
SI30.830.86
SI40.830.76
SI50.820.82
SI60.760.85
Notes: CFA, confirmatory factor analysis; EFA, exploratory factor analysis; AVE, average variance-extracted estimate; CR, construct reliability; Alpha, the Cronbach’s alpha.
Table
Table 4. Mean, standard deviation, and correlations of grouping factors.
Table 4. Mean, standard deviation, and correlations of grouping factors.
ScaleMSDFISFISI
FIS5.211.270.79
FI4.961.190.35 **0.78
SI3.741.140.35 **0.52 **0.80
Notes: Italicized and bold, three constructs; bold, square root of variance extracted estimates; other estimates are inter-factor correlations; M, mean; SD, standard deviation; **, correlation is significant at the 0.01 level (two-tailed).
Table
Table 5. Group classifications and testing results of between-subjects effects.
Table 5. Group classifications and testing results of between-subjects effects.
Group 1 (G1): Passionate Eco-Conscious Consumers (n = 163)
Group 2 (G2): Indifferent Fashion Consumers (n = 129)
Grouping FactorsMean Difference (G1–G2)F ValueSig.Partial Eta Squared
Fashion innovativeness1.02 *53.4<0.0010.155
Fashion involvement1.28 *162.12<0.0010.359
Sustainability involvement1.75 *313.1<0.0010.519
Notes: *, The mean difference is significant at the 0.05 level based on estimated marginal means.
Table
Table 6. Comparison-1 across the passionate eco-conscious consumer group (G1) and the indifferent fashion consumer group (G2).
Table 6. Comparison-1 across the passionate eco-conscious consumer group (G1) and the indifferent fashion consumer group (G2).
Profiling FactorsM (G1)M (G2)Mean
Difference
(G1–G2)		F ValueSig.Partial Eta Squared
Need for uniqueness5.244.570.664 *38.39<0.001 ***0.117
Sustainability knowledge-seeking4.964.070.885 *51.34<0.001 ***0.150
Quality over quantity5.955.650.294 *5.490.020 **0.019
Favoring Classic and versatile design5.775.300.465 *13.09<0.001 ***0.043
Willingness to pay more for high-quality clothing5.404.840.546 *13.62<0.001 ***0.045
Seeking newness and trendiness4.944.300.644 *18.99<0.001 ***0.061
Notes: M, mean; *, The mean difference is significant at the 0.05 level based on estimated marginal means; ** p < 0.05; *** p < 0.001.
Table
Table 7. Comparison-2 across the passionate eco-conscious consumer group (G1) and the indifferent fashion consumer group (G2).
Table 7. Comparison-2 across the passionate eco-conscious consumer group (G1) and the indifferent fashion consumer group (G2).
Profiling FactorsM (G1)M (G2)Mean
Difference
(G1–G2)		F ValueSig.Partial Eta Squared
Frequency of buying second-hand fashion products online1.371.220.1513.790.0530.013
Frequency of buying second-hand fashion products in physical stores1.201.040.158 *9.170.003 **0.031
Frequency of purchasing from local brands2.222.020.2053.440.0650.012
Notes: M, mean; *, The mean difference is significant at the 0.05 level based on estimated marginal means; ** p < 0.01.
Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

Share and Cite

MDPI and ACS Style

Zhang, Y.; Liu, C.; Lyu, Y. Profiling Consumers: Examination of Chinese Gen Z Consumers’ Sustainable Fashion Consumption. Sustainability 2023, 15, 8447. https://doi.org/10.3390/su15118447

AMA Style

Zhang Y, Liu C, Lyu Y. Profiling Consumers: Examination of Chinese Gen Z Consumers’ Sustainable Fashion Consumption. Sustainability. 2023; 15(11):8447. https://doi.org/10.3390/su15118447

Chicago/Turabian Style

Zhang, Yanbo, Chuanlan Liu, and Yanru Lyu. 2023. "Profiling Consumers: Examination of Chinese Gen Z Consumers’ Sustainable Fashion Consumption" Sustainability 15, no. 11: 8447. https://doi.org/10.3390/su15118447

Note that from the first issue of 2016, this journal uses article numbers instead of page numbers. See further details here.

Article Metrics

Back to TopTop