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Keywords: Sustainable clothing
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Journal Articles
Journal:
Journal of Business Strategy
Journal of Business Strategy 1–26.
Published: 14 October 2026
...Mandeep Kaur; Shweta Mittal; Amarjeet Kaur; Rubaina Shrivastava Purpose 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...
