Sustainable Fashion Preferences Among Millennials During Pandemic

Ilijana Petrovska and Anu Jossan

Business Management and Strategy, 2024, vol. 15, issue 1, 185-204

Abstract: This study examines how the COVID-19 pandemic has affected millennial purchase preferences for fashion and environmentally friendly fashion products. It has altered how consumers view fashion, partly because of the isolation that has resulted, the decline in income, and the fear that comes with the situation. This health crisis has compelled consumers to change their way of life, impacting their attitudes and purchasing motivations. Results indicated that throughout the Covid-19 pandemic, participation in sustainability has deepened, (McKinsey, 2021) which validities with this study that limiting the harmful effects of climate change became more essential, according to two-thirds of the customers questioned. Since sustainability was already a big subject before, especially for generation Y and Z (millennials), this research would examine if the pandemic impacted customers' preferences towards sustainable fashion.The participants involved in this research were millennials from Italy and Netherlands, and the questionnaire poll was adapted from a McKinsey study (Granskog, et al., 2020). Statistical analyses are conducted to investigate the variations in consumer preferences before, during and after the pandemic. The study's findings emphasize a notable shift towards comfort over trendiness and a growing inclination towards sustainable choices. The findings underscore the need for adaptive marketing strategies in the fashion industry to align with evolving consumer behaviors in the post-pandemic era.

Date: 2024
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