Are Gen Z consumers really willing to pay the price for sustainable jeans?
At times it can seem like older generations of consumers are placing all their hopes on Gen Z to correct their environmental wrongdoings. A 2022 First Insight report about the cohort— born between 1995 and 2021—found that
64 percent of Gen Z shoppers prefer to buy sustainable brands and are willing to spend 10 percent more on sustainable products. In comparison, just 23 percent of Baby Boomers say they are willing to make the splurge. Gen Z’s perception of sustainable fashion varies from consumer to consumer, however. Here, nine Gen Zers share how they
define sustainability and how it factors into their denim purchases.
At Sourcing Journal (or view PDF here.)
