Digital Fashion and Sustainability: Impact on Generation Z Consumer Behavior in Croatia

Hana Lučić; Matilda Kolić-Stanić; Kresimir Dabo

Autores/as

Hana Lučić Catholic University of Croatia, Croacia https://orcid.org/0009-0003-4433-6622
Matilda Kolić-Stanić University of Slavonski Brod, Croacia https://orcid.org/0000-0001-8295-3777
Kresimir Dabo Institute for Migration Research, Croacia https://orcid.org/0000-0001-9260-7384

Palabras clave:

Sostenibilidad, Moda digital, generación Z, comportamiento del consumidor, industria de la moda, responsabilidad social corporativa

Resumen

Propósito. Este estudio analiza el papel de la moda digital en la promoción de un consumo más sostenible dentro de la industria de la moda, con énfasis en la percepción de la Generación Z en Croacia. Metodología. Se realizó una encuesta cuantitativa en línea entre el 28 de junio y el 20 de agosto de 2024, obteniendo 83 respuestas de consumidores de la Generación Z, un segmento clave del mercado. Resultados y conclusiones. Los hallazgos revelan que la sostenibilidad en la moda es valorada por este grupo, influenciada por la conciencia ambiental, el compromiso digital y las iniciativas de responsabilidad social corporativa. Se identifica que la moda digital puede fomentar prácticas de compra más sostenibles al modificar la percepción del valor y la necesidad de productos físicos. Aportación original. La investigación contribuye al debate sobre la integración de la sostenibilidad en la moda digital, proporcionando información útil para marcas y académicos interesados en adaptar estrategias sostenibles y alinearse con las expectativas de la Generación Z.

Citas

Alkaissi H., & McFarlane I. S. (2023). Artificial Hallucinations in ChatGPT: Implications in Scientific Writing. Cureus, 15(2), e35179. https://doi.org/10.7759/cureus.35179

Allwood J. M., at. al. (2006). Well dressed? The present and future sustainability of clothing and textiles in the United Kingdom. University of Cambridge Institute for Manufacturing

Arrigo, E. (2021). Collaborative consumption in the fashion industry: A systematic literature review and conceptual framework. Journal of Cleaner Production, 325, e129261. https://doi.org/10.1016/j.jclepro.2021.129261

Ashoori, M., & Weisz, J. D. (2019). In ai we trust? Factors that influence trustworthiness of ai-infused decision-making processes. Cornell University. https://shre.ink/M4Bp

Berthem, F., & Mahrs, M. (2022). Sustainable Fashion A Generation Z Perspective. Švedska. https://shre.ink/M4Bk

Bertola, P., & Colombi, C. (2024). Can fashion be sustainable? Trajectories of change in organizational, products and processes, and socio-cultural contexts. Sustainability, 20(1). https://doi.org/10.1080/15487733.2024.2312682

Bourne, C. (2023) AI Hype: Public Relations and AI’s doomsday machine. Artificial Intelligence in Public Relations and Communications: cases, reflections, and predictions. Quadriga University of Applied Sciences. https://bit.ly/3EqPSxj

Božić, B., Kolić Stanić, M., & Jurišić, J. (2020). Corporate Social Responsibility in the Practice of Public Relations Professionals. In, Proceedings of the ENTRENOVA -ENTerprise REsearch InNOVAtion Conference (pp. 388-397). https://shre.ink/M4BI

Božić, B., Kolić Stanić, M., & Jurišić, J. (2021). The Relationship between Corporate Social Responsibility, Corporate Reputation, and Business Performance. Interdisciplinary Description of Complex Systems, 19(2), 281-294. https://doi.org/10.7906/indecs.19.2.7

Candeloro, D. (2020). Towards Sustainable Fashion: The Role of Artificial Intelligence --- H&M, Stella McCartney, Farfetch, Moosejaw: a multiple case study. ZoneModa Journal, 10(2), 91-105. https://doi.org/10.6092/issn.2611-0563/11837

Casciani, D., Chkanikova, O., & Pal, R. (2022). Exploring the nature of digital transformation in the fashion industry: opportunities for supply chains, business models, and sustainability-oriented innovations. Sustainability, 18(1), 773-795. https://doi.org/10.1080/15487733.2022.2125640

Centobelli, P; Abbate, S., Nadeem, S. P., & Garza-Reyes, J. A. (2022). Slowing the fast fashion industry: An all-round perspective. Current Opinion in Green and Sustainable Chemistry, 38, e100684. https://doi.org/10.1016/j.cogsc.2022.100684

Chu, Z., Gianvecchio, S., Wang, H., & Jajodia, S. (2010). Who is tweeting on Twitter: Human, bot or cyborg? In C. Gates (Ed.), Proceedings of the 26th Annual Computer Security Applications Conference, (pp. 21-30) https://doi.org/10.1145/1920261.1920265

Creangă, R. (2019). Fashion Sustainability in the Digital Realm. In, N. Kalbaska, T. Sádaba, F. Cominelli, & L. Cantoni (Ed.), Fashion Communication in the Digital Age. FACTUM 2019. Springer, Cham. https://doi.org/10.1007/978-3-030-15436-3_18

Colombi, C., & D’Itria, E. (2023). Fashion Digital Transformation: Innovating Business Models toward Circular Economy and Sustainability. Sustainability, 15, e4942. https://doi.org/10.3390/su15064942

Daukantien, V. (2023). Analysis of the sustainability aspects of fashion: A literature review. Textile Research Journal, 93(3–4), 991-1002. https://doi.org/10.1177/00405175221124971

Deng, Y., Shen, H., & Ji, X. (2024). Exploring Virtual Fashion Consumption through the Emotional Three-Level Theory: Reflections on Sustainable Consumer Behavior. Sustainability, 16, e5818. https://doi.org/10.3390/su16135818

Di Lodovico C., & Manzi, A. (2023). Navigating sustainability in the fashion industry: insights from entrepreneurial perspectives on collaborative approaches. Sustainability, 19(1). https://doi.org/10.1080/15487733.2023.2242707

Dobreva, T. (2023). Shedding light on the helper in the shadows. Artificial Intelligence in Public Relations and Communications: cases, reflections, and predictions. Quadriga University of Applied Sciences. https://bit.ly/4hqQrFK

Edwards, C., Edwards, A., Spence, P. R., & Shelton, A. K. (2014). Is that a bot running the social media feed? Testing the differences in perceptions of communication quality for a human agent and a bot agent on Twitter. Computers in Human Behavior, 33, 372-376. https://doi.org/10.1016/j.chb.2013.08.013

Ellen MacArthur Foundation (2017). A new textiles economy: Redesigning fashion’s future. https://www.ellenmacarthurfoundation.org/a-new-textiles-economy

European Environment Agency. (2022). Textiles and the environment: The role of design in Europe’s circular economy. https://bit.ly/3CDfWoe

Faria, A.P., & Cunha, J. (2023). Extended Reality (XR) in the Digital Fashion Landscape. In, N. Sabatini, T. Sádaba, A. Tosi, V. Neri, & Cantoni, L. (Ed.), Fashion Communication in the Digital Age. FACTUM 2023. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-38541-4_5

Grilec, A., Pandža Bajs, I., & Ruždjak, M. (2022). Društveno odgovorne aktivnosti i primjena koncepta održivosti u modnoj industrijI. Poslovna izvrsnost, 16(1), 73-89. https://doi.org/10.22598/pi-be/2022.16.1.73

Grunig, J. E. (2014). Ethics problems and theories in public relations. Communiquer, 11, 1-14.

Gunkel, D. J. (2017). Communication and artificial intelligence: New opportunities and challenges for communication research. Galáxia, 34. https://doi.org/10.7275/R5QJ7F7R

Gregory, A., & Virmani, S. (2020). The Effects of Artificial Intelligence on the Professions: A Literature Repository. https://bit.ly/4aRAmqb

Holy, M. (2021). Dokumentarni filmovi kao instrumenti promocije održive mode. Medijske studije, 12(24), 89-107. https://doi.org/10.20901/ms.12.24.6

Hong, Y., Al Mamun, A., Yang, Q., & Masukujjaman, M. (2024). Predicting sustainable fashion consumption intentions and practices. Scientific Raports, 14(1), e1706. https://doi.org/10.1038/s41598-024-52215-z

Huynh, P. (2022). Enabling Circular Business Models in the Fashion Industry: The Role of Digital Innovation. International Journal of Productivity and Performance Management, 71(3), 870-895. https://doi.org/10.1108/IJPPM-12- 2020-0683

Iannilli, V. M., & Spagnoli, A. (2024). Conscious Fashion Culture: Rethinking consumption in contemporary fashion. Fashion Highlight, (3), 8-15. https://doi.org/10.36253/fh-2875

Jakesch, M., French, M., Ma, X., Hancock, J. T., & Naaman, M. (2019). AI-Mediated Communication: How the Perception that Profile Text was Written by AI Affects Trustworthiness. In, S. Brewster, G. Fitzpatrick (Ed.), Proceedings of the 2019 CHI Conference on Human Factors in Computing Systems - CHI ’19. (pp. 1-13). Association for Computing Machinery. https://doi.org/10.1145/3290605.3300469

Jurišić, R. I., Dabo, K., & Kolić Stanić, M. (2024). The Myth of Influencers: Does generation Z really trust them? Interdisciplinary description of complex systems, 22(4), 378-400. https://doi.org/10.7906/indecs.22.4.2

Joy, A., & Peña, C. (2017). Sustainability and the Fashion Industry: Conceptualizing Nature and Traceability. Sustainability in Fashion, 31-54. https://doi.org/10.1007/978-3-319-51253-2_3

Kalambura, S., Pedro, S., & Paixão, S. (2020). Fast Fashion – Sustainability and Climate Change. Comparative Study in Croatia and Portugal. Socijalna ekologija, 29(2), 269-291. https://doi.org/10.17234/SocEkol.29.2.6

Kang, J., & Kim S.-H. (2013). What are consumers afraid of? Understanding perceived risk toward the consumption of environmentally sustainable apparel. Family & consumer sciences research journal, 41(3), 267-283. https://doi.org/10.1111/fcsr.12013

Kim, T., & Song, H. (2020). How should intelligent agents apologize to restore trust?: The interaction effect between anthropomorphism and apology attribution on trust repair. PsyArXiv, 61, e101595. https://doi.org/10.31234/osf.io/234f5

Kolić Stanić, M., & Barišić, A. F. (2019). Social Responsibility and Loyalty in Public Relations Codes. Business Systems Research, 10(2), 151-162. https://doi.org/10.2478/bsrj-2019-024

Kolić Stanić, M. (2020). How the theory of information and journalism ethics contributes to the ethics of public relations: six principles from the dialogue between codes of ethics and Luka Brajnović’s legacy. Church, Communication and Culture, 5(1), 36-62. https://doi.org/10.1080/23753234.2020.1713013

Kolić Stanić, M. (2019). Transparency in Public Relations: Evidence from Associations’ Ethics Codes. Interdisciplinary Description of Complex Systems, 17(2-B), 417-429. https://doi.org/10.7906/indecs.17.2.15

Kolić Stanić, M., & Stanić, B. (2024). How to Ethically Use Artificial Intelligence in The Institutional Communication of the Catholic Church? Roczniki Nauk Społecznych, 52(3), 1-15. https://doi.org/10.18290/rns2024.0021

Kolić Stanić, M., & Pejić Bach, M. (2023). Što čitaju algoritmi? Etička pitanja u odnosima s javnošću. In: M. Togonal, J. Ćurković Nimac (Ed.), Čitatelj i čitanje u digitalno doba. (pp. 179-189). Hrvatsko katoličko sveučilište. https://shre.ink/M4p0

Kyrlitsias, C., & Michael-Grigoriou, D. (2022). Social interaction with agents and avatars in Immersive virtual environments: A Survey. Frontiers in Virtual Reality, 2, e786665. https://doi.org/10.3389/frvir.2021.786665

Lim, S., & Reeves, B. (2010). Computer agents versus avatars: Responses to interactive game characters controlled by a computer or other player. International Journal of Human–Computer Studies, 68(1-2), 57-68. https://doi.org/10.1080/03637750903074685

Markuz, A., Plećaš, M., & Ban, D. (2022). Koncept održive mode generacije Z. Acta Economica Et Turistica, 8(2), 169-193. https://doi.org/10.46672/aet.8.2.2

McCartney, S. (2023). Measuring our impact. Stellamccaartney.com. https://www.stellamccartney.com/experience/it/sustainability/themes/measuring-our-impact/.

McQuillan, H. (2020). Digital 3D design as a tool for augmenting zero-waste fashion design practice. International Journal of Fashion Design, Technology and Education, 13(1), 89–100. https://doi.org/10.1080/17543266.2020.1737248

Mesjar, L.; Cross, K.; Jiang, Y.; and Steed, J. (2023). The Intersection of Fashion, Immersive Technology, and Sustainability: A Literature Review. Sustainability, 15, e3761. https://doi.org/10.3390/su15043761

Miller, T. (2019). Explanation in artificial intelligence: Insights from the social sciences. Artificial Intelligence, 267, 1-38. https://doiorg.usd.idm.oclc.org/10.1016/j.artint.2018.07.007

Moody, W., Langdon, P. M., & Karam, M. (2018). Enhancing the Fashion and Textile Design Process and Wearer Experiences. In, P. Langdon, J. Lazar, A. Heylighen, & H. Dong (Ed.), Breaking Down Barriers. Springer, Cham. https://doi.org/10.1007/978-3-319-75028-6_5

Mou, Y., & Xu, K. (2017). The media inequality: Comparing the initial human-human and human-AI social interactions. Computers in Human Behavior, 72, 432-440. https://doi.org/10.1016/j.chb.2017.02.067

Nobile, T. H., Kalbaska, N., de Oliveira, R. A., & Cantoni, L. (2021). Digital Fashion Competences: A Longitudinal Study. In, T. Sádaba, N. Kalbaska, F. Cominelli, L. Cantoni, & M. Torregrosa Puig (Ed.), Fashion Communication. FACTUM 2021. Springer, Cham. https://doi.org/10.1007/978-3-030-81321-5_2

Noris, A., Nobile, T. H., Kalbaska, N., & Cantoni, L. (2020). Digital Fashion: A systematic literature review. A perspective on marketing and communication. Journal of Global Fashion Marketing, 12(1), 32-46. https://doi.org/10.1080/20932685.2020.1835522

Park, H., & Lim, R. E. (2023). Fashion and the metaverse: Clarifying the domain and establishing a research agenda. Journal of Retailing and Consumer Services, 74. https://doi.org/10.1016/j.jretconser.2023.103413

Periyasamy, A. P., & Periyasami, S. (2023). Rise of digital fashion and metaverse: influence on sustainability. DESD, 1, 16. https://doi.org/10.1007/s44265-023-00016-z

Polak, M., Kolić Stanić, M., and Togonal, M. (2022). Artificial Intelligence in Communication with Music Fans: An Example from South Korea. ENTRENOVA -ENTerprise REsearch InNOVAtion, 8(1), 48-63, https://doi.org/10.54820/entrenova-2022-0006

Ray, S., & Nayak, L. (2023). Marketing Sustainable Fashion: Trends and Future Directions. Sustainability, 15, e6202. https://doi.org/10.3390/su15076202

Rezo, A. Z., Kolić Stanić, and M., Togonal, M. (2021). Public Relations Principles for the Digital Communication in a Local Crisis. ENTRENOVA - ENTerprise REsearch InNOVAtion, 7(1), 52-65. https://doi.org/10.54820/EUXG7226

Roberts-Islam, B. (2020). How Digital Fashion Could Replace Fast Fashion, and the Startup Paving the Way. Forbes

Rosato, L., & Calleo, A. (2023). Digital Fashion Technologies & Practices: design driven sustainable transition in fashion industry. DIID, 1, 162-169. https://doi.org/10.30682/diiddsi23t1n

Ruiz Viñals, C., Gil Ibáñez, M., & Del Olmo Arriaga, J. L. (2024). Metaverse and Fashion: An Analysis of Consumer Online Interest. Future Internet 2024, 16, e199. https://doi.org/10.3390/fi16060199

Sangwon L., Seungahn N., Deborah S. C., & Junghwan K. (2020) Predicting AI news credibility: Communicative or social capital or both? Communication Studies, 71(3), 428-447. https://doi.org/10.1080/10510974.2020.1779769

Särmäkari, N. (2021). “Digital fashion” on its way from niche to the new norm. L. Aliabieva (Ed.) 117-134. http://bit.ly/3Forixv

Statista (2023). Número de Usuarios del Metaverso a Nivel Mundial Entre 2022 y 2030. Statista.

Temperino, E. (2023). The Perks of Being Digital. Nikeland: A Case Study. In, N. Sabatini, T. Sádaba, A. Tosi, V. Neri, & L. Cantoni (Ed.), Fashion Communication in the Digital Age. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-38541-4_9

von der Assen, L. (2023). Digitalization as a Provider of Sustainability? The Role and Acceptance of Digital Technologies in Fashion Stores. Sustainability, 15, e4621. https://doi.org/10.3390/su15054621

Vassalo, A. L., Marques, C. G., Simões, J. T., Fernandes, M. M., & Domingos, S. (2024). Sustainability in the Fashion Industry in Relation to Consumption in a Digital Age. Sustainability, 16, e5303. https://doi.org/10.3390/su16135303

Wachholz, L. A., & Pinheiro, E. (2017). Sustainable Fashion Strategies: A Study Applied to the Development of Clothing Products. MIX Sustentável, 3(4), 157-172. https://doi.org/10.29183/2447-3073.MIX2017.v3.n4.157-172

Winterhalter, C. (2023). Metaverse and Its Communication. The Future is Here. True or False? In, N. Sabatini, T. Sádaba, A. Tosi, V. Neri, & L. Cantoni (Ed.), Fashion Communication in the Digital Age. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-38541-4_4

Zytnik, M., & Lequick, M. (2023). Getting colleagues comfortable with AI: A human-centered approach to technology in organizations. In, A. Addi (Ed.), Artificial Intelligence in Public Relations and Communications: cases, reflections, and predictions, (pp.73-84). Quadriga University of Applied Sciences. https://shre.ink/M4pV