Exploring Millennials’ Attitudes towards sustainable clothing: a summative content analysis approach

Abstract

This study examines the perceptions and attitudes of millennials (Generation Y) toward sustainable fashion. Using an exploratory qualitative approach, semi-structured interviews were conducted with 17 active fashion consumers aged 29–36 years. Data were analyzed through summative content analysis, combining keyword frequency mapping with interpretive coding to identify patterns in consumer attitudes. Four dominant themes emerged: environmental responsibility, personal well-being, information touch points, and social influence. Respondents associated sustainable clothing with contributing to ecological preservation and reducing guilt over fast fashion. Personal well-being, particularly skin safety and comfort, further reinforced positive attitudes. Multiple information touch points, including sustainability labels, eco-certifications, online filtering tools, user-generated reviews, and in-store messaging, built trust and reduced decision uncertainty. Social influence - through peers, influencers, and brand communities, provided validation and strengthened attitude towards purchasing sustainable clothing. Overall, findings indicate that millennials demonstrate favourable perceptions of sustainable clothing, translating into supportive purchase behaviours when sustainability is communicated transparently and socially endorsed. The study contributes nuanced insights into how sustainability values and information cues intersect with fashion involvement, offering implications for marketing strategies and laying a foundation for future quantitative validation.