Sustainability and fast fashion: Understanding Turkish generation Z for developing strategy

Fast fashion, which is very popular amongst the young generation, is facing criticisms about ignoring and damaging the social and environmental aspects of sustainability recently. The aim of this research is to understand the behaviors and attitudes of Turkish Generation Z toward sustainability strategies of the fast fashion brands. Qualitative research method as an exploratory research model was used and in-depth interviews were conducted with 15 different participants. The main outcome of the research is that Gen Z is not finding fast fashion companies sincere in their sustainability approaches and although Gen Z cares about sustainability, they experience an attitude-behavior gap, which is explained by the lens of cognitive dissonance theory.