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Entrepreneurship and Innovation

Generational Perspectives on Sustainable Clothing

By Dr. Danguolė Oželienė | February 4, 2026
Case Studies | Entrepreneurship and Innovation | Management | Research Reviews

The Sustainable Clothing Action Plan strives to reduce the carbon footprint of the fashion industry by 50% throughout the entire lifecycle of a clothing item by 2030, with the ultimate goal of achieving zero carbon emissions by 2050. This ambitious agenda require a fundamental shift in the fashion industry, transitioning from a linear to a circular model. Additionally, fostering sustainable consumer behavior is essential to realizing these objectives. Consumer behaviour is a key aspect of sustainability in the fashion industry.

Introduction

The current fashion industry is one of the most polluting and environmentally damaging industries that generates 10% of global carbon dioxide emissions, 20% of industrial wastewater pollution (Geneva Environment Network, 2021). In addition 85% of all textiles are discarded in landfills or burned as unused or unsold clothing every year (United Nations Economic Commission for Europe (UNECE) (2018). Sustainable consumption defined as the conscious choice to buy and consume goods and services in an environmentally responsible way, is one of the most important aspects of achieving the Sustainable Development Goals (Wang et al., 2020). Consumer demand for sustainable fashion choices is growing. However, despite increasing consumer awareness of sustainability, many consumers continue to prefer cheaper, unsustainable clothing (Sinha et al., 2022). On average, citizens in European countries purchase more than 12 kg of clothing per year (Castro-López et al., 2021). Clothing purchases are growing rapidly and their life expectancy is shortening (McKinsey & Company, 2022). According to the Textiles 2030 Annual Progress Report (2022), only 1% of all textiles worldwide are recycled into new textiles.
The aim of this research is to examine whether female clothing consumers in Lithuania, who belong to various generational cohorts behave significantly different regarding sustainable clothing. The survey is focused on women, born between the years 1945 and 2005, four generational cohorts (Baby boomers, Gen X, Gen Y, Gen Z). The research has been performed on a convenience sample of 427 female respondents, by means of online questionnaire.

Key Findings

The large amounts of textile waste, the use of natural resources, climate change show that the industry is unsustainable. Consumers, especially Gen Z, are characterised by a high level of concern about environmental issues and sustainability. This generation is characterised by altruistic behaviour, active participation in social and environmental initiatives, and believes that their individual actions are important in addressing environmental and social issues.
Consumers are increasingly aware of the environmental and social impacts of their purchasing decisions. In order to adapt to changing consumer demands, the fashion industry needs to change more rapidly, with a greater focus on sustainable practices, sustainable production methods, and a more rapid shift towards a circular business model.
Gen Z will be the main workforce of society in 2030 and it is the behaviour of this generation of consumers that will determine whether the Sustainable Development Goals are achieved. It is therefore important that this generation’s intentions to buy sustainable clothing are translated into real action as often as possible.

Detailed Analysis

Sustainable clothing is defined as clothing made from organic or eco-friendly cotton, clothing available at swapping events or in second-hand shops, clothing made from recycled fibres, renting clothing instead of buying it through online platforms, or buying recycled clothing. The one-way ANOVA analysis reveals respondents’ preferences for sustainable clothing. The F-statistic suggests that there are at least two groups with significantly different means, indicating notable distinctions in preferences among the surveyed individuals.
A statistically significant difference among generations in terms of purchasing clothes made of eco-friendly materials was observed (see Table 1). While Baby Boomers did not differ significantly from Gen X, both Baby Boomers and Gen X differed significantly from Gen Y and Gen Z. This implies that Baby Boomers and Gen X were more inclined to purchase clothes made of eco-friendly materials compared to Generations Y and Z. However, no statistically significant difference was found between Gen Y and Z in this regard.

Table 1. Differences among generations in terms of purchasing clothes made of eco-friendly materials

Standard deviation meanF statistic
Baby BoomersGen XGen YGen Z
5.17(1.396)4.97 (1.409)  4.17 (1.411)3.83 (1.645)F(3,423)=19.760, p˂0.01

Table 2 provides differences among generations of buying clothes made from recycled materials.
A statistically significant difference has emerged between Gen X and Gen Z, with Gen X customers
demonstrating a notably higher propensity for purchasing clothing items made up from recyclable
materials.

Table 2. Differences among generations in terms of purchasing clothes made from recycled materials

Standard deviation meanF statistic
Baby BoomersGen XGen YGen Z
4.23 (1.440)4.55(1.324)4.04 (1.467)4.01(1.645)F(3.423)=3.461, p˂0.05

Baby Boomers and Gen X have both expressed a stronger inclination towards clothing items fashioned from natural materials as opposed to those crafted from artificial fabrics. Likewise, there is no significant difference in consumer behavior and preferences between Gen Y and Gen Z consumers, as illustrated in Table 3.

Table 3. Differences among generations in terms of purchasing clothes made of natural materials

Standard deviation meanF statistic
Baby BoomersGen XGen YGen Z
4.90 (1.620)4.40 (1.760)4.18 (1.921)3.50(2.025)F(3,225.150)=10.161, p˂0.01

Implications for Businesses

Research shows that the fashion industry urgently needs to address production and consumption issues. To solve this problem rapid innovation is needed, with people and the planet as the priority. Achieving climate change goals requires a significant acceleration in the speed and scale of innovation, as well as a strengthening of cooperation on circular business practices. Consumer behaviour research plays a key role for stakeholders in promoting authentic sustainability initiatives, preventing greenwashing practices, educating consumers and fostering trust in the sustainable fashion industry.

Conclusion

Younger consumers are more interested in sustainable fashion and prefer sustainability in their purchasing decisions, possibly due to a greater awareness of environmental issues and a desire to adopt more sustainable lifestyles. However, despite consumers’ perception of the importance of sustainable clothing, this perception does not always translate into actual purchasing behaviour. This means that there is a noticeable gap between consumers’ purchase intentions and their actual decisions regarding sustainable clothing. For researchers and business practitioners seeking to fully understand consumer behaviour in the fashion industry, it is essential to clarify the factors underlying this gap.

References