Understanding Generation Z’s Willingness to Pay for Sustainable Fashion: Personal and Corporate Drivers
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Published
29-07-2026
Mónica Veloso
Anne Schmitz
Myriam Quiñones
https://orcid.org/0000-0003-0074-9866
Anne Schmitz
Myriam Quiñones
Abstract
The present study aims to explore the sustainable fashion purchasing behavior of Generation Z by identifying both personal and corporate factors that could enhance the intention to buy and pay a premium price for sustainable clothing. In addition, it explores the potential moderating role of fashion consciousness in the relationship between willingness to pay a premium price and purchase behavior. The research employs a survey-based approach followed by a PLS-SEM analysis to examine the key factors influencing sustainable fashion purchasing behavior. The results indicate that altruism, consumer knowledge, and corporate social responsibility drive the willingness to pay more for sustainable fashion, which, in turn, predicts purchase behavior among young consumers. These findings highlight the importance of both individual values and corporate practices in shaping consumer decisions in this context. This study aims to provide valuable insights into the psychological and corporate drivers of sustainable fashion adoption among Generation Z, contributing to the existing literature on sustainable consumption and consumer behavior. Furthermore these findings are expected to help boost sustainable fashion consumption by offering relevant practical implications for brands, enabling them to better align with consumer values and build stronger, more stable relationships with potential customers, while encouraging more responsible and conscious consumption patterns.
How to Cite
Veloso, M., Schmitz, A., & Quiñones, M. (2026). Understanding Generation Z’s Willingness to Pay for Sustainable Fashion: Personal and Corporate Drivers. Cuadernos De Gestión, 26(2), 109–122. https://doi.org/10.5295/cdg.252435mv
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Keywords
Sustainable fashion, Fashion consciousness, Altruism, Consumer knowledge, Corporate social responsibility
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