IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i11p8753-d1158561.html
   My bibliography  Save this article

Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted

Author

Listed:
  • Isabel Palomo-Domínguez

    (Faculty of Human and Social Studies, Mykolas Romeris University, 08303 Vilnius, Lithuania)

  • Rodrigo Elías-Zambrano

    (Faculty of Communication, University of Seville, 41092 Seville, Spain)

  • Víctor Álvarez-Rodríguez

    (Faculty of Social Sciences and Communication, University of Cadiz, 11406 Jerez de la Frontera, Spain)

Abstract

Vinted is a free digital sharing economy platform where individuals buy and sell second-hand apparel. It is an example of industry 4.0 that promotes an innovative and successful business model while favoring sustainable fashion consumption. Gen Z consumers are concerned about climate change and social and ethical issues. Their environmental awareness is significant. Nevertheless, their values do not always translate into sustainable consumption behavior; their role as heavy consumers in the fast-fashion market is proof of this. The research aims to delve into the motivations of Gen Z towards sustainable fashion and their perception of the eco-friendly brand attributes in the case of Vinted. From the methodological point of view, the qualitative and quantitative approaches are combined through focus group sessions and a pilot study based on a questionnaire. The results confirm that Gen Z consumers recognize and appreciate the eco-friendly attributes of Vinted, although other types of brand attributes are the ones that mostly mobilize their behavior. Some participants claim that the representation of sustainable values in Vinted’s advertising campaigns is too soft. Among the conclusions, the opportunity to revise Vinted’s brand strategy stands out, giving a more explicit role to eco-friendly attributes pursuing an effective change in Gen Z consumption behavior.

Suggested Citation

  • Isabel Palomo-Domínguez & Rodrigo Elías-Zambrano & Víctor Álvarez-Rodríguez, 2023. "Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted," Sustainability, MDPI, vol. 15(11), pages 1-23, May.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:11:p:8753-:d:1158561
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/11/8753/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/11/8753/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. repec:eme:ws0000:00438020110389227 is not listed on IDEAS
    2. Isabel Palomo-Domínguez & Vaida Zemlickienė, 2022. "Evaluation Expediency of Eco-Friendly Advertising Formats for Different Generation Based on Spanish Advertising Experts," Sustainability, MDPI, vol. 14(3), pages 1-21, January.
    3. Parente, Ronaldo C. & Geleilate, José-Mauricio G. & Rong, Ke, 2018. "The Sharing Economy Globalization Phenomenon: A Research Agenda," Journal of International Management, Elsevier, vol. 24(1), pages 52-64.
    4. Irene C. Kamenidou & Spyridon A. Mamalis & Stavros Pavlidis & Evangelia-Zoi G. Bara, 2019. "Segmenting the Generation Z Cohort University Students Based on Sustainable Food Consumption Behavior: A Preliminary Study," Sustainability, MDPI, vol. 11(3), pages 1-22, February.
    5. Mark K. Brewer, 2019. "Slow Fashion in a Fast Fashion World: Promoting Sustainability and Responsibility," Laws, MDPI, vol. 8(4), pages 1-9, October.
    6. Gloria Jiménez-Marín & Rodrigo Elías Zambrano & Araceli Galiano-Coronil & Rafael Ravina-Ripoll, 2021. "Business and Energy Efficiency in the Age of Industry 4.0: The Hulten, Broweus and Van Dijk Sensory Marketing Model Applied to Spanish Textile Stores during the COVID-19 Crisis," Energies, MDPI, vol. 14(7), pages 1-10, April.
    7. Rodney Duffett, 2020. "The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers," Sustainability, MDPI, vol. 12(12), pages 1-25, June.
    8. Alicia Mateos-Ronco & Nieves Peiró Torralba, 2019. "Sustainable Management of Contemporary Art Galleries: A Delphi Survey for the Spanish Art Market," Sustainability, MDPI, vol. 11(2), pages 1-15, January.
    9. Lindsay McCoy & Yuan-Ting Wang & Ting Chi, 2021. "Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers," Sustainability, MDPI, vol. 13(15), pages 1-18, July.
    10. Silvia Blasi & Lorenzo & Silvia Rita Sedita, 2019. "Eco-friendliness and fashion perceptual attributes of fashion brands: an analysis of consumers’ perceptions based on Twitter data," "Marco Fanno" Working Papers 0237, Dipartimento di Scienze Economiche "Marco Fanno".
    11. Corinna Dickenbrok & Luis F. Martinez, 2018. "Communicating green fashion across different cultures and geographical regions," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 127-141, June.
    12. Yunjeong Kim & Kyung Wha Oh, 2020. "Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands," Sustainability, MDPI, vol. 12(5), pages 1-16, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. José Alberto Martínez-González & Carmen D. Álvarez-Albelo, 2021. "Influence of Site Personalization and First Impression on Young Consumers’ Loyalty to Tourism Websites," Sustainability, MDPI, vol. 13(3), pages 1-17, January.
    2. José Alberto Martínez-González & Eduardo Parra-López & Almudena Barrientos-Báez, 2021. "Young Consumers’ Intention to Participate in the Sharing Economy: An Integrated Model," Sustainability, MDPI, vol. 13(1), pages 1-21, January.
    3. James Costantini & Kyoka Costantini, 2022. "Communications on Sustainability in the Apparel Industry: Readability of Information on Sustainability on Apparel Brands’ Web Sites in the United Kingdom," Sustainability, MDPI, vol. 14(20), pages 1-10, October.
    4. Ting Chi & Olabisi Adesanya & Hang Liu & Rebecca Anderson & Zihui Zhao, 2023. "Renting than Buying Apparel: U.S. Consumer Collaborative Consumption for Sustainability," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    5. Abbate, Stefano & Centobelli, Piera & Cerchione, Roberto, 2023. "From Fast to Slow: An Exploratory Analysis of Circular Business Models in the Italian Apparel Industry," International Journal of Production Economics, Elsevier, vol. 260(C).
    6. Chuanlan Liu & Jeremy M. Bernardoni & Zhongjie Wang, 2023. "Examining Generation Z Consumer Online Fashion Resale Participation and Continuance Intention through the Lens of Consumer Perceived Value," Sustainability, MDPI, vol. 15(10), pages 1-18, May.
    7. Lee-Chun Wu & Kuei-Lun Chang & Tung-Lin Chuang & You-Shyang Chen & Jung-Fa Tsai, 2022. "Identification of Applicable YouTubers for Hotels: A Case Study of Integrated Hybrid MCDM Model," Sustainability, MDPI, vol. 14(18), pages 1-23, September.
    8. Luigi Leclercq-Machado & Aldo Alvarez-Risco & Romina Gómez-Prado & Berdy Briggitte Cuya-Velásquez & Sharon Esquerre-Botton & Flavio Morales-Ríos & Camila Almanza-Cruz & Sarahit Castillo-Benancio & Mar, 2022. "Sustainable Fashion and Consumption Patterns in Peru: An Environmental-Attitude-Intention-Behavior Analysis," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    9. Norbert Bajkó & Zsolt Fülöp & Kinga Nagyné Pércsi, 2022. "Changes in the Innovation- and Marketing-Habits of Family SMEs in the Foodstuffs Industry, Caused by the Coronavirus Pandemic in Hungary," Sustainability, MDPI, vol. 14(5), pages 1-17, March.
    10. Faustine Régnier & Anne-Laure Dalstein & Clémence Rouballay & Louis Chauvel, 2022. "Eating in Season—A Lever of Sustainability? An Interview Study on the Social Perception of Seasonal Consumption," Sustainability, MDPI, vol. 14(9), pages 1-23, April.
    11. Zdenka Gyurák Babeľová & Augustín Stareček & Kristína Koltnerová & Dagmar Cagáňová, 2020. "Perceived Organizational Performance in Recruiting and Retaining Employees with Respect to Different Generational Groups of Employees and Sustainable Human Resource Management," Sustainability, MDPI, vol. 12(2), pages 1-23, January.
    12. Ivan De Battista & Franco Curmi & Emanuel Said, 2021. "Influencing Factors Affecting Young People’s Attitude Towards Online Advertising: A Systematic Literature Review," International Review of Management and Marketing, Econjournals, vol. 11(3), pages 58-72.
    13. Konstantinos Salonitis, 2023. "Manufacturing Energy Efficiency and Industry 4.0," Energies, MDPI, vol. 16(5), pages 1-4, February.
    14. Hou, Tingting & Luo, Xin (Robert) & Ke, Dan & Cheng, Xusen, 2022. "Exploring different appraisals in deviant sharing behaviors: A mixed-methods study," Journal of Business Research, Elsevier, vol. 139(C), pages 496-509.
    15. Cindy Helinski & Gerhard Schewe, 2022. "The Influence of Consumer Preferences and Perceived Benefits in the Context of B2C Fashion Renting Intentions of Young Women," Sustainability, MDPI, vol. 14(15), pages 1-25, August.
    16. Atandile Ngubelanga & Rodney Duffett, 2021. "Modeling Mobile Commerce Applications’ Antecedents of Customer Satisfaction among Millennials: An Extended TAM Perspective," Sustainability, MDPI, vol. 13(11), pages 1-29, May.
    17. Kalina Grzesiuk & Dorota Jegorow & Monika Wawer & Anna Głowacz, 2023. "Energy-Efficient City Transportation Solutions in the Context of Energy-Conserving and Mobility Behaviours of Generation Z," Energies, MDPI, vol. 16(15), pages 1-28, August.
    18. Manoela Lawall Radtke & Stefânia Ordovás de Almeida & Lélis Balestrin Espartel, 2022. "What Brought Me Here? Different Consumer Journeys for Practices of Sustainable Disposal through Takeback Programmes," Sustainability, MDPI, vol. 14(9), pages 1-25, April.
    19. Irene (Eirini) Kamenidou & Aikaterini Stavrianea & Christina Liava, 2020. "Achieving a Covid-19 Free Country: Citizens Preventive Measures and Communication Pathways," IJERPH, MDPI, vol. 17(13), pages 1-18, June.
    20. Vanessa Hanel & Debra Z. Basil, 2023. "Socially conscious consumer behavior: the role of ethical self-identity and priming," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 427-445, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:11:p:8753-:d:1158561. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.