Advances in Consumer Research
Issue:6 : 2543-2554
Original Article
Behavioral Nudges For Circular Fashion Adoption: Guiding Gen Z’s Sustainable Consumption
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Head, Dept. of Commerce Smt. Chandibai Himathmal Mansukhani College, Affiliated to University of Mumbai
Abstract

The fast fashion industry thrives on a linear "make-take-throw" model, generating staggering environmental and social costs. In 2021, the industry produced 92 million tonnes of textile waste, equivalent to a garbage truck full of clothes being landfilled every second. With mounting concerns about sustainability, there is an urgent need to transition towards circular fashion practices that prioritize resource efficiency, waste reduction, and ethical production. In this context, understanding consumer behavior and designing effective interventions to promote circular fashion adoption among Generation Z (Gen Z) consumers becomes paramount. However, achieving this transition requires not only technological advancements but also a fundamental change in consumer behavior. These insights have implications for managers and HR professionals seeking to design behavioral interventions that influence sustainable practices both within organizations and among consumers. This research investigates the potential of nudge strategies to influence Gen Z consumers, a demographic known for its environmental consciousness and openness to innovation, towards adopting circular fashion practices. The study employs a comprehensive analysis of the fast fashion industry landscape to explore innovative nudge strategies for catalyzing circular fashion adoption among Gen Z consumers. The analysis reveals the pressing need for circularity in the fast fashion industry, with statistics indicating alarming levels of textile waste, carbon emissions, and water pollution associated with traditional linear production models. Moreover, Key themes and effective nudge interventions are identified and analyzed, drawing insights from successful implementations across various industries which highlights the potential of behavioral economics-informed nudges as promising tools for promoting sustainable consumption behaviors. By highlighting the role of behavioral nudges in shaping Gen Z’s sustainable choices, this research bridges consumer behavior and organizational strategy, offering practical guidance for responsible management practices and human-centric interventions. This research contributes to advancing knowledge in the field of sustainable fashion and provides actionable insights for addressing the pressing challenges of the fast fashion industry and paving the way for a fashion industry reborn, one where "make-use-throw" transforms into "reimagine-repurpose-regenerate," stitching a sustainable future for all..

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