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Fashion Revolution in Italy: An Exploration of Gen Z’s Approach to Activism in the Fast-fashion Industry

In: The Palgrave Handbook of Consumerism Issues in the Apparel Industry

Author

Listed:
  • Chiara Civera

    (University of Turin)

  • Elena Candelo

    (University of Turin)

  • Cecilia Casalegno

    (University of Turin)

  • Brigida Morelli

    (University of Turin)

Abstract

The chapter revolves around the issue of consumer activism in the fast-fashion apparel industry among Italian Generation Z, which appears overlooked so far, to explore how young consumers can develop a sense of collectivism that would engage them in social causes and lead them to become activists in the fast-fashion industryfashion industry. To accomplish our research goal, we adopt a mixed methodological approach based on a face-to-face élite interview and a survey to 1428 young Italian individuals belonging to the Gen Z. Our results show, counterintuitively to the literature, that Gen Z is willing to withdraw from the fast-fashion industryfashion industry and become activists if they feel empowered enough to develop autonomous choices, however, guided by a sense of collectivism that increases the perceived effectiveness of their actions.

Suggested Citation

  • Chiara Civera & Elena Candelo & Cecilia Casalegno & Brigida Morelli, 2024. "Fashion Revolution in Italy: An Exploration of Gen Z’s Approach to Activism in the Fast-fashion Industry," Springer Books, in: Hans Rüdiger Kaufmann & Mohammad Fateh Ali Khan Panni & Demetris Vrontis (ed.), The Palgrave Handbook of Consumerism Issues in the Apparel Industry, chapter 0, pages 39-59, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-59952-1_3
    DOI: 10.1007/978-3-031-59952-1_3
    as

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