Generation Z, Circular Fashion, and Sustainable Marketing

2. Methology

This study employed a mixed-methods approach, integrating qualitative and quantitative techniques to analyze Generation Z's attitudes and behaviors toward sustainable fashion. This design enabled the exploration of both subjective factors, such as perceptions and motivations, and quantifiable consumption patterns.

• -

  Justification for focusing on Galicia, Spain: Galicia was chosen as the study area due to its notable tradition in the textile industry and its increasing emphasis on sustainability within this sector. Moreover, the region provides a unique geographic and cultural context to examine Generation Z’s consumption behaviours in a European setting. This focus not only enriches the local understanding but also offers valuable insights for generalising findings to similar contexts in other regions.

• -

  Literature Review: An extensive review of previous studies on sustainable fashion consumption, Generation Z's behavior, and marketing strategies in the textile industry was conducted. The sources included academic articles, market reports, and representative case studies.

• -

  Sampling techniques and participant selection: Questionnaires A purposive sampling method was employed, targeting students and graduates in the textile sector in Galicia. These participants were characterised by their specialised knowledge and high exposure to fashion and sustainability trends. This selection ensured the relevance and suitability of the sample for the study’s objectives.

• -

  Data Analysis: The collected data were analyzed using descriptive and inferential statistics to identify key consumption patterns. Additionally, qualitative analysis was employed to interpret open-ended responses, providing deeper insights into the quantitative findings. The integration of both approaches enhances the validity and reliability of the results.