Exploring Generation Z's perceptions of and behaviours towards South African fast fashion brands in the era of conscious consumerism

Abstract

In an era that emphasises sustainability, this study examines Generation Z's perceptions and behaviours towards South African fast fashion brands. Amid a shift towards environmentally conscious practices by brands through marketing and business changes, this study aims to fill a research gap by exploring how this demographically significant group, born into a digital world and a culture of rapid consumption, reconciles their environmental awareness with their purchasing decisions. Through convenience sampling, eight participants from major South African cities provided insights via thematic analysis of a focus group. Findings reveal a generation that is informed and critical, valuing brand transparency and ethical practices, yet also influenced by economic and social media factors. This study contributes to understanding Generation Z's complex consumer profile, offering valuable implications for brand strategies in fast fashion and beyond. 2