The green paradox: Unmasking Generation Z's fashion consumption through self-determination theory

Abstract

Despite of Generation Z known as pro-environmental and ethical consumers, the adoption of sustainable fashion practices by this generation is still questionable due to the inconsistent purchase behaviour. Although global accounts frequently describe Gen Z as socially conscious and digitally engaged, empirical studies reveal that many Generation Z consumers continue to patronise fast fashion, illustrating that Malaysia is facing growing textile waste challenges which lead to the environmental destruction. Self-Determination Theory (SDT) foregrounds the fact that behaviour becomes self-determined when three basic psychological needs of autonomy, competence, and relatedness are met. Psychological needs and motivational processes demonstrate that sustainable fashion consumption is a complex interplay of internal values, emotional drivers, identity construction and social belonging.  Following the literature review, sustainable fashion consumption in Malaysia is shaped by a combination of positive environmental attitudes, cultural considerations, economic constraints, digital influences and infrastructural limitations. This conceptual paper provides a basis to explore consumers psychological motivation from the lens of Self-Determination Theory, which focuses on Generation Z’s intrinsic motivation with the aim to satisfy autonomy, competence, and relatedness towards consumers involvement in sustainable fashion consumption.