The Interpretation of Sustainability Claims : How Generation Z Interprets Sustainability Claims in the Fast Fashion Industry

Sammanfattning

Background: Fast fashion brands increasingly use sustainability claims to communicate environmental responsibilities. However, these claims may contribute to greenwashing and are often interpreteed differently by consumers. Prior research has tented to focus on sustainability awareness and consumer behaviour, creating a gap in understanding how Generation Z interprets sustaianbility claims. Purpose: The purpose of this study is to gain a deeper understanding of Generation Z consumers´ perceptions of sustainability claims within the fast fashion industry and their attitudes toward sustainability. Method: The study adopted a qualitative research design in which data was collected through semi-structed interviews to gain a deeper understanding of Generation Z´s perceptions and interpretations of sustainability claims. The collected data was then analysed using thematic analysis. Conclusion: The results show that Generation Z interprets sustianability claims fram fast fashion brands in both positivr and negative ways. The claims create ambivalence, as they raise awareness while increasing skepticism when they are perceived as vague adn profit driven. This suggests that transparency plays a crucial role in shaping Generation Z´s attitudes towards sustainability.