RT journal article
T1 Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted
A1 Palomo-Domínguez, Isabel
A1 Elías Zambrano, Rodrigo
A1 Álvarez Rodríguez, Víctor
A2 Marketing y Comunicación
K1 Gen Z
K1 sustainable fashion
K1 sharing economy
K1 industry 4.0
K1 vinted
K1 eco-friendly
K1 consumption behavior
K1 brand attributes
K1 brand strategy
K1 focus group
AB Vinted is a free digital sharing economy platform where individuals buy and sell secondhandapparel. It is an example of industry 4.0 that promotes an innovative and successful businessmodel while favoring sustainable fashion consumption. Gen Z consumers are concerned aboutclimate 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 heavyconsumers in the fast-fashion market is proof of this. The research aims to delve into the motivationsof Gen Z towards sustainable fashion and their perception of the eco-friendly brand attributes in thecase of Vinted. From the methodological point of view, the qualitative and quantitative approachesare combined through focus group sessions and a pilot study based on a questionnaire. The resultsconfirm that Gen Z consumers recognize and appreciate the eco-friendly attributes of Vinted, althoughother types of brand attributes are the ones that mostly mobilize their behavior. Some participantsclaim 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 moreexplicit role to eco-friendly attributes pursuing an effective change in Gen Z consumption behavior.
PB MDPI
SN 2071-1050
YR 2023
FD 2023
LK http://hdl.handle.net/10498/32542
UL http://hdl.handle.net/10498/32542
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 12-nov-2026