Motivations for Slow Fashion Consumption Among Zennials: An Exploratory Australian Study

This study investigates how Australian Zennials (born 1993–1999) navigate slow fashion consumption in a market dominated by fast fashion and affordability challenges. Using semi-structured interviews with 20 participants, it explores their motivations, barriers, and adaptive strategies. Findings reveal that Zennials are driven by ethical values, environmental awareness, and a preference for quality design, yet face constraints such as cost, limited access to sustainable brands, and skepticism toward greenwashing. Rather than a simple value–action gap, participants demonstrate creative solutions, most notably, strategic engagement with the second-hand market. This enables them to practice slow fashion ideals of durability, longevity, and mindful consumption in a cost-effective way. The study reframes the attitude–behavior gap by identifying Perceived Behavioral Control (PBC) as a key enabler, supported by knowledge, repair skills, and peer norms. These insights offer practical implications for brands, designers, and policymakers, positioning the second-hand economy as the central mechanism that operationalizes Zennial engagement with sustainable fashion.