The fashion industry contributes more to climate change than the aviation and shipping industry combined, causing extremely detrimental environmental pollution effects on the planet. These environmental consequences have been amplified drastically by the phenomenon of fast fashion, which promotes an extremely high turn over of trends and subsequently the production and consumption of clothing. Generation Z (Gen Z), those born between 1998-2010, are known as some of the key consumers of this industry, with fast fashion companies targeting them through social media. In contrast to this, Gen Z are known as some of the leading forces behind the global climate change movement. The aim of this study is to understand the attitude-behaviour gap that exists in Gen Z women’s fast fashion consumption and their pro-environmental values. This disparity in attitude and behaviour must be addressed to reduce environmental damage and the fashion industry’s contribution to climate change. This research consequently can provide greater understanding into how Gen Z can become more responsible consumers. This is one of the key elements in Sustainable Development Goal 12 which calls for responsible consumption and production.
