Fashion Revolution in Italy: An Exploration of Gen Z’s Approach to Activism in the Fast-fashion Industry

Chiara Civera (), Elena Candelo, Cecilia Casalegno and Brigida Morelli
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Chiara Civera: University of Turin
Elena Candelo: University of Turin
Cecilia Casalegno: University of Turin
Brigida Morelli: University of Turin

Chapter Chapter 3 in The Palgrave Handbook of Consumerism Issues in the Apparel Industry, 2024, pp 39-59 from Springer

Abstract: Abstract The chapter revolves around the issue of consumer activism in the fast-fashion apparel industry among Italian Generation Z, which appears overlooked so far, to explore how young consumers can develop a sense of collectivism that would engage them in social causes and lead them to become activists in the fast-fashion industryfashion industry. To accomplish our research goal, we adopt a mixed methodological approach based on a face-to-face élite interview and a survey to 1428 young Italian individuals belonging to the Gen Z. Our results show, counterintuitively to the literature, that Gen Z is willing to withdraw from the fast-fashion industryfashion industry and become activists if they feel empowered enough to develop autonomous choices, however, guided by a sense of collectivism that increases the perceived effectiveness of their actions.

Keywords: Consumer activism; Fast-fashion apparel industry; Italian Generation Z; Collectivism; Face-to-face élite interview; Survey (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-59952-1_3

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DOI: 10.1007/978-3-031-59952-1_3

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