This study aims to investigate the underlying motivations influencing Millennials and Generation Z to consume sustainable clothing. The objective is to uncover how these consumer groups connect product attributes to deeper personal values through the lens of the Means-End Chain (MEC) theory.
This qualitative study uses the means-end theory and laddering technique to examine the motivational values of Millennials and Generation Z consumers. This approach reveals how consumers evaluate product attributes based on benefits that align with their values.
The study identifies key attributes such as quality, recyclability, sustainable material, sweatshop-free labour conditions, style, price and cruelty-free options as significant to both cohorts. These attributes are linked to higher-order values, including peace of mind, conservation of resources, planetary well-being, environmental protection, self-confidence, physical well-being, social justice, self-expression, social recognition and biodiversity protection. Notably, generational differences emerge in the prioritisation and interpretation of these values.
The findings offer actionable insights for sustainable fashion brands and marketers by providing a checklist of attributes, benefits and values. By aligning product development and marketing strategies with the identified values and benefits, firms can more effectively resonate with generational expectations and drive sustainable consumption.
This study adds new depth to the sustainable fashion discourse by integrating generational analysis with MEC theory. It uniquely maps the cognitive value chains that guide sustainable clothing decisions among Millennials and Gen Z, providing a structured framework for understanding value-driven behaviour in emerging consumer segments.
