Gen Y & Gen Z in Sustainable Fashion: The role of ethical and spiritual values in value-based start-ups

Akar, Aleyna (2025) Gen Y & Gen Z in Sustainable Fashion: The role of ethical and spiritual values in value-based start-ups. Masters thesis, Dublin, National College of Ireland.

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Abstract

The research examines how ethical and spiritual values affect sustainable fashion choices among Generation Y (Millennials) and Generation Z consumers, with an emphasis on value-based fashion startups. The research examines the behavioral patterns and psychological factors and age-specific characteristics that lead younger consumers to select sustainable fashion choices while fast fashion faces increasing criticism for its environmental damage and labor mistreatment and excessive production (Niinimäki et al., 2020; Joy et al., 2012).

The research uses three theoretical frameworks including the Value–Attitude–Behaviour (VAB) Model and Self-Determination Theory (SDT and Theory of Planned Behaviour (TPB) to study how intrinsic ethical values and emotional fulfillment and spiritual beliefs transform into fashion-related attitudes and actions (Homer and Kahle, 1988; Deci and Ryan, 1985; Ajzen, 1991).The research based on a quantitative survey of 57 Gen Y and Gen Z respondents shows that ethical motivations including fairness and transparency and anti-exploitation drive sustainable fashion behaviors the most. The survey results validate VAB and SDT theories because participants choose consumption experiences that deliver emotional and moral satisfaction.

The decision-making process included spiritual values like mindfulness and simplicity and inner alignment which served as emotional motivators for Gen Z members who express spirituality through lifestyle aesthetics and identity expression(Varma, 2022; Wang et al., 2023). The research demonstrates that people express ethical intentions through their statements yet their purchasing behavior shows a different pattern which supports TPB's theory about external barriers like price and accessibility that prevent intention-to-action conversion (Ajzen, 1991; Haider et al., 2022).

The research shows that Gen Y maintained consistent values and actions but Gen Z showed both strong value orientation and high susceptibility to digital marketing and consumer fatigue. Both groups showed strong emotional connections to brands that offer transparency, authenticity, and shared purpose.

The research demonstrates how value-based fashion startups achieve consumer trust and loyalty through their successful implementation of ethical storytelling and community engagement and spiritual branding strategies (Tran et al., 2022; Cucu et al., 2024). The strategic brand equity of value alignment is demonstrated through startups PANGAIA, MATE the Label and NINETY PERCENT.

The research adds to the growing sustainable fashion discussion by creating a single behavioral model which includes ethical and spiritual and generational elements. The research provides essential knowledge to fashion entrepreneurs and marketers and academics who want to understand and connect with the changing values of Gen Y and Gen Z. The dissertation presents opportunities for future research to study spirituality as a motivational driver through longitudinal and cross-cultural methods to understand the intricate relationships between identity ethics and consumption in fashion.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Heywood Jones, Richard UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry H Social Sciences > HD Industries. Land use. Labor > New Business Enterprises
Divisions:	School of Business (- 2025) > Master of Science in Entrepreneurship
Depositing User:	Ciara O'Brien
Date Deposited:	11 Feb 2026 12:09
Last Modified:	11 Feb 2026 12:09
URI:	https://norma.ncirl.ie/id/eprint/9116

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