Janka Táborecká

Matej Bel University in Banská Bystrica, Slovakia

E-mail: janka.taborecka@umb.sk

ORCID 0000-0003-4351-782X

Environmental concerns vs. sustainable clothes purchases among various generations of females in CEE countries

Tamara Rajic

Institute of Social Sciences,

Belgrade, Serbia

E-mail: trajic@idn.org.rs

ORCID 0000-0002-2797-584X

Jana Turčínková

Mendel University in Brno

Brno, Czcech Republic

E-mail: jana.turcinkova@mendelu.cz

ORCID 0000-0001-9574-9337

Tanja Sedej

Ljubljana School of Business,

Ljubljana, Slovenia

E-mail: tanja.sedej@e-studij.eu

ORCID 0000-0002-5363-8599

Danguole Ozeliene

Vilnius University, Business School, Vilnius, Lithuania

E-mail: danguole.ozeliene@vm.vu.lt

ORCID 0000-0003-1003-5242

Abstract. Modern society is facing a multitude of challenges and environmental problems related to excessive consumption and extensive utilization, or even depletion, of natural resources caused by various industries. These issues are compounded by the fashion businesses selling attractive, trendy, mass-produced cheap clothes, while exploiting labour force with unsatisfactory working conditions. The objective of this study was to examine generational differences in environmental concerns of females related to sustainable clothing and differences in their actual purchases. A questionnaire survey was conducted for a sample of 1796 female respondents from 4 countries: Slovakia (428), Czechia (423), Slovenia (518), and Lithuania (427). Kruskal-Wallis tests were used for data processing. The findings reveal significant differences in concern for the well-being of clothing factory workers, animal species, future generations, and for the environment across the generational cohorts. Overall, younger generations, especially Gen Z and Gen Y, exhibit higher levels of concern for the well-being of clothing factory workers, animal species, and for the environment compared to Baby Boomers. Gen X demonstrates higher levels of concern for the well-being of future generations and environmental issues. Notably, Gen Z shows the lowest levels of engagement across all categories, suggesting a gap between attitudes and actual behaviour. Limitations of the study are discussed, and future research directions are noted.

Received: April, 2024

1st Revision: January, 2025

Accepted: March, 2025

DOI: 10.14254/2071-789X.2025/18-1/6

JEL Classification: M31, M14, Q56

Keywords: clothes consumption, fast fashion, generational cohorts, sustainability, CEE countries