Is Generation Z more Inclined than Generation Y to Purchase Sustainable Clothing?

Increasing clothing (over)consumption, supported by the fast fashion industry, has caused a significant reduction in clothing costs, raised major sustainability challenges, and highlighted the need for engaging in more sustainable consumption behaviour to mitigate the negative environmental, social, and economic consequences. Although green purchase behaviour is now well understood, extant literature still lacks a comprehensive approach to explain consumers behaviour (especially that of the younger generations) with respect to sustainable clothing. Using survey data collected through a structured questionnaire, this study aims to assess whether Generation Z is more inclined to buy sustainable or eco-friendly clothing than Generation Y. Given the non-random selection of respondents, analysis was conducted using propensity score matching to correct for potential bias based on a set of observable confounders. The results show that Generation Z is more likely to buy second-hand clothing, whereas Generation Y is more interested in clothes made of organic and eco-sustainable fabrics.