Customer behaviour towards the purchase of sustainable clothing : Generation Z and Millennials in Helsinki

Abstract

The fashion industry’s contribution to environmental issues and unethical labor practices is a global concern. This study investigates the willingness of Millennials and Generation Z consumers in Helsinki to pay for sustainable clothing, exploring the key factors that influence their decision-making processes. Utilizing a mixed-methods approach, the research combines quantitative data from a questionnaire with qualitative insights from semi-structured interviews. Brands aiming to promote sustainable clothing must address affordability, enhance transparency, and develop communication strategies that authentically reflect their values. These findings are particularly relevant for companies, marketers, and policymakers aiming to close the gap between awareness and action in the transition toward a more sustainable fashion industry.