ODRŽIVI MODNI PROIZVODI KAO BUDUĆNOST MODE: PERCEPCIJA ODRŽIVIH MODNIH PROIZVODA KOD GENERACIJA Y i Z
SUSTAINABLE FASHION PRODUCTS AS THE FUTURE OF FASHION: PERCEPTION OF SUSTAINABLE FASHION PRODUCTS AMONG YOUNG ADULTS

Summary/Abstract: Sustainable development has become a priority in the development of society. This is also reflected in consumers who become aware of the importance of making sustainable decisions. On the other hand, the fashion industry has been identified as a major polluter due production methods, disposal of worn products or disposal of unsold products. Therefore, consumer decisions are directed towards the purchase of sustainable fashion products. The purpose of this paper is to investigate the behaviour of Generation Y and Z in relation to sustainable fashion products. The research was conducted on 95 members of Generation Y and Generation Z in the Republic of Croatia through a survey questionnaire, and the scales from previous research were used in the questions. The results of the research indicate that it is important for consumers to support local producers when choosing sustainable fashion products, and that there is equity in the production process. A relatively low level of the need to recycle fashion clothing has been noticed, and even if they decide to do so, they usually pass on worn-out and no longer needed fashion products to relatives or friends. Furthermore, it is important for Generation Y and Z consumers that a fashion product is affordable, that there is a large selection of clothing and that fashion products follow current fashion trends. The paper also highlights the implications for marketing managers.

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