Barriers in sustainable fashion consumption: the study comparing generation Y (millennials) and generation Z

The environmental impact of fast fashion has increasingly led consumers to seek products from the sustainable fashion industry. Despite positive motivations for sustainable fashion consumption, a significant gap holds on between motivation and actual purchasing intention, known as the attitude-behavior gap. This study investigates the barriers as high price, low availability, and lack of trust that hinder the relationship between motivation and sustainable fashion consumption intention, comparing Generation Y and Generation Z consumers. Data from 234 participants were analyzed to test hypotheses. Findings reveal that while Generation Y shows a strong positive effect of motivation on sustainable fashion consumption intention, the barrier of high price moderates this relationship. However, in Generation Z, no moderator factors were observed. Instead, direct effects such as high prices and lack of trust in sustainability claims significantly negatively affect their intention. This study provides clarity on motivations that influence sustainable fashion consumption intention in Generation Y and Generation Z, aiming to reduce the gap between motivations and intention and support more sustainable consumption practices.