Understanding gen Z’s fashion choices : attitudinal, social, and behavioral drivers of second-hand clothing consumption in Finland
Galhena, Chathushka Navanjana (2025)
Pro gradu -tutkielma
2025
School of Business and Management, Kauppatieteet
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe20251126111665
https://urn.fi/URN:NBN:fi-fe20251126111665
Tiivistelmä
Fast fashion emerges as a leading contributor to environmental degradation due to textile waste and short product lifecycles. In Finland, Gen Z remains reliant on fast fashion despite strong sustainability concerns, reflecting a value–action gap. This thesis investigates the attitudinal, social, and behavioural drivers that drive the intention of Finnish Gen Z consumers to adopt second-hand clothing as a sustainable alternative to fast fashion, thereby understanding the profile of such consumers and recommending strategies for circular fashion brands. Grounded in the Theory of Planned Behavior (TPB), the study examines six key constructs: Perceived Functional Value (PFV), Emotional and Identity Alignment (EIA), Social Media and Influencer Impact (SMI), Fear of Social Criticism (FSC), Perceived Access and Convenience (PAC), and Perceived Financial Feasibility (PFF).
The impact of these variables was quantitatively analyzed using SPSS with data collected through a questionnaire distributed to 100 Gen Z consumers who consume fast fashion. Findings revealed that the sample was predominantly female, aged 24-26 years, mostly students earning €1,000–1,499 per month, and spending under €100 on clothing. Two-thirds followed fashion content, with fast fashion still being in demand. Regression analysis showed that PFV, EIA, SMI, PAC, and PFF significantly and positively shaped intention to adopt second-hand clothing consumption. By contrast, FSC had no significant effect, suggesting that Gen Z in Finland is less motivated by social judgment and more by tangible value, identity expression, and practical feasibility.
Theoretically, the study extends TPB by incorporating context-specific variables. Managerially, it provides insights for stakeholders to design strategies that enhance product functionality and identity alignment, leverage digital influence, and improve accessibility and affordability. By doing so, circular fashion initiatives can better align with Gen Z’s evolving consumption patterns, thereby narrowing the value–action gap in sustainable clothing consumption.
The impact of these variables was quantitatively analyzed using SPSS with data collected through a questionnaire distributed to 100 Gen Z consumers who consume fast fashion. Findings revealed that the sample was predominantly female, aged 24-26 years, mostly students earning €1,000–1,499 per month, and spending under €100 on clothing. Two-thirds followed fashion content, with fast fashion still being in demand. Regression analysis showed that PFV, EIA, SMI, PAC, and PFF significantly and positively shaped intention to adopt second-hand clothing consumption. By contrast, FSC had no significant effect, suggesting that Gen Z in Finland is less motivated by social judgment and more by tangible value, identity expression, and practical feasibility.
Theoretically, the study extends TPB by incorporating context-specific variables. Managerially, it provides insights for stakeholders to design strategies that enhance product functionality and identity alignment, leverage digital influence, and improve accessibility and affordability. By doing so, circular fashion initiatives can better align with Gen Z’s evolving consumption patterns, thereby narrowing the value–action gap in sustainable clothing consumption.