Consumer Delight in Sustainable Fashion: Understanding Gen- Z’s Values, Behaviours, and Brand Perceptions with Fuzzy Model

Abstract

Sustainable fashion is increasingly shaping global consumer behaviour, with Generation Z (Gen Z) emerging as a pivotal cohort whose ethical awareness and digital activism influence brand strategies. While existing literature addresses sustainability and ethical consumption, limited research explores consumer delight—an emotional state where brands exceed expectations and foster deep loyalty. This study synthesizes secondary data from research papers, industry reports, trend analyses, and global surveys to examine how Gen Z’s sustainability values, consumption behaviours, and brand perceptions drive delight in sustainable fashion. A conceptual flowchart derived from literature illustrates the interplay among sustainability values, purchase behaviour, brand perception, and delight outcomes. Findings reveal that transparency, authenticity, circular fashion practices, social responsibility, and emotional storytelling are key triggers that convert Gen Z consumers from casual buyers into brand advocates. Applying the Value–Belief–Norm Theory, Theory of Planned Behaviour, and Expectancy–Disconfirmation Theory, the study highlights cognitive and emotional mechanisms underlying consumer delight. Results demonstrate that delight not only enhances purchase intention but also strengthens loyalty, advocacy, and long-term engagement, positioning sustainability as both a moral imperative and an experiential differentiator. The study provides actionable insights for fashion brands seeking to craft sustainability–driven value propositions that resonate emotionally with Gen Z, reinforcing the strategic importance of integrating ethical and ecological considerations into brand narratives. The fuzzy model effectively integrates Gen-Z values, behaviours, and brand perceptions, capturing uncertainty and non-linearity, and offering an interpretable, value-driven framework for understanding brand affinity and consumer decision-making.