Paper 134

The changing values of millennials and Gen Z adults on fast fashion, social media and the sustainability of their clothing purchases

This paper will focus on new measurable data based on 2018 quantitative research results of millennial and generation Z adults. A comparison of earlier research will be undertaken to uncover patterns and differences in the past two years. The researcher has analysed the potential changes on the attitudes and fashion habits of the demographic. The following questions will be discussed: 1. Has awareness been raised in the past two years on sustainability amongst the participants? 2. Are there changes in the buying patterns of fast fashion over the past two years? 3. Are the differences measurably different? 4. Finally, because of income level and social media influences, is change on sustainable practices an improbable outcome?

This paper reports on primary research conducted in 2018 from a survey taken by 441 respondents and compares it to the same baseline research conducted in 2016 with 358 respondents. The primary research results measure both demographic and financial status of the respondents. It also measures the collective implications of social media on the purchases of fast fashion and the personal habits of social media use on the respondents. Finally it measures whether the respondents consider sustainability in their clothing purchases and whether that has changed in two years.

This study will reanalyse the question: ‘Has education and social awareness of sustainable fashion made a difference in the buying habits of a target group which is consistently bombarded by fast fashion marketing and peer images on Instagram, Snapchat, Pinterest and Facebook?’