A Structural Analysis with SmartPLS of Second-Hand Clothing Consumption Practices in the Centennial Generation
DOI:
https://doi.org/10.36792/rvu.v27i96.483Keywords:
Centennials, Cosumo, ropaAbstract
The research aims to explore the relationship between ethical norms and second-hand clothing consumption behavior among Generation Z, focusing on purchases at flea markets, responsible consumption, and the use of vintage clothing. It addresses the growing popularity of buying used garments, considering ethical aspects such as the origin of the garments, labor conditions, and hygiene. The results reveal that Generation Z individuals with strong ethical norms show a marked preference for shopping at flea markets, valuing the diversity and uniqueness of the garments. Furthermore, a positive connection is observed between ethics and responsible consumption, as well as the use of vintage clothing, indicating that ethical convictions influence sustainable practices and the choice of distinctive fashion. In conclusion, ethical norms emerge as an integral factor in the consumption decisions of Generation Z, positively affecting purchases at flea markets, responsible consumption, and the use of vintage clothing. These results offer opportunities for marketing strategies that highlight authenticity and sustainability, aligning with the ethical values of this generation and thus contributing to a positive impact on the fashion industry.
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