Generation Z members say they want their clothes to be sustainable but still regularly buy fast fashion, demonstrating a "clear gap" between ideals and practice, new research shows.
Nine in ten who were surveyed bought fast fashion and only one in six could name a brand that made sustainable clothing, the British Academy of Management annual conference at the Alliance Manchester Business School heard today.
Women were more likely than men to advocate for sustainable clothing, but less likely than them to actually buy it, the survey found.
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