Keywords
Generation Z
impulsive buying behaviour
resistance factors
slow fashion
How to Cite
Abstract
Generation Z's (Gen Z) resistance to slow fashion reflects a significant barrier to adopting sustainable fashion (Slow fashion), which is a concern for brands operating in the Fashion industry. Despite the growing awareness of environmental issues, the purchasing of slow fashion remains low among Gen Z. Aiming to fulfill Sustainable Development Goal (SDG) 12 proposed by the United Nations, this study investigated the resistance factors to purchasing slow fashion apparel. Key variables from the Stimulus-Organism-Response model, Cognitive Dissonance Theory, and Status Quo Bias Model were adopted. A quantitative research approach and a non-probability convenience sampling were utilised, while data were collected from 184 respondents using an online self-administered survey. The latest SPSS package was used to analyse the data. The empirical findings suggest that beliefs, inertia, loss aversion, psychological commitment, and attitude influence Gen Z's resistance to slow fashion. Strategic management recommendations, limitations, delimitations, and future research avenues are provided.
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