Ethical Elegance: Investigating the Influences on Sustainable Fashion Purchase Decision in Alignment with SDG12

This study explores the determinants of sustainable fashion choices among Generation Z, introducing the term “Ethical Elegance.” Objectives include examining environmental concerns, style preferences, affordability, brand transparency, social media influence, and convenience perceptions. Utilizing a mixed-method approach, the research employs a structured questionnaire with Likert scales for quantitative data collection. Environmental concerns, fashion and style preferences, and price and affordability significantly influence Gen Z’s sustainable fashion choices. Social media influence is pivotal, while brand transparency has a marginal impact. Convenience and accessibility exhibit a slight negative association. Aligned with Sustainable Development Goal 12, the study offers insights to promote responsible fashion consumption and production. Despite limitations, the findings empower brands and policymakers to drive positive changes, harmonizing individual preferences with global imperatives for sustainability.