NEWS & CSR

Eco-Friendly Brands Are More Preferred by Gen Z, Here’s Why!

28 Jan 2026 | 75 Views | News Category: Sustainability

Gen Z is known as a generation that doesn’t just follow trends—they stand for values. From climate change to social justice, sustainability has become a key factor influencing their purchasing decisions.
It is therefore no surprise that eco-friendly brands are more favored by Gen Z than brands that focus solely on price or aesthetics.

You may often hear that Gen Z cares about the environment, but the latest data shows that this concern truly shapes their consumer behavior, especially when choosing brands with a clear commitment to sustainability—including in the fashion and textile industry.
This presents a major opportunity for brands like yours to move forward and demonstrate a distinctive value that resonates with Gen Z.

Real-World Insights on Gen Z & Sustainability

Gen Z Is Willing to “Pay More” for Sustainable Products

According to recent research (as of late 2025), around 73% of Gen Z consumers say they are willing to pay more for sustainable products compared to other generations. They also tend to choose brands that prioritize sustainability over those that rely solely on strong brand names.
This shows that for Gen Z, sustainability is not just a marketing label, but an investment in quality and social–environmental impact.

Digital Natives and Smart Consumers

Gen Z grew up with the internet and social media, which makes them more likely to research a brand’s sustainability credentials before purchasing—from ethical production practices and environmental safety to transparency in the supply chain.
Much of this information is discovered through platforms such as TikTok and Instagram, where hashtags like #sustainablefashion have gained billions of views.

Why Gen Z Chooses Eco-Friendly Brands

1. High Environmental Awareness

Gen Z has grown up surrounded by discussions about climate change, plastic pollution, and labor ethics. As a result, they are more aware than previous generations. They see purchasing decisions as a way to support a greener future.

2. Smart and Critical Consumers

They are not easily swayed by hype. Gen Z demands real evidence, not just green claims in advertising. Many look for brands with certifications, clear traceability, and measurable sustainability reports.

3. Personal Identity Reflected in Purchasing

For Gen Z, buying a product is a statement of identity and values, not just a transaction. By supporting responsible brands, they feel they are contributing to broader social and environmental change.

4. Preference for Quality and Durability

Gen Z tends to value durable products and high-quality materials over disposable goods. This means they are more attracted to textile products made from certified materials, eco-friendly processes, and ethically sourced fibers.

Why This Matters for Your Textile Products

The textile industry is currently undergoing a major transformation. Brands that combine production efficiency with sustainable practices—such as using recycled fibers, low-impact dyeing technologies, and transparent traceability systems—are in the strongest position to meet Gen Z’s expectations.

The fact that Gen Z chooses not only what looks good but also what has meaning places eco-friendly factories and brands at the top of their preference list. This is not just a temporary trend, but a measurable and growing market preference throughout 2025 and beyond.

In short, eco-friendly brands are more preferred by Gen Z because they view purchasing as part of a sustainable lifestyle, not merely a matter of price or fashion trends. They value transparency, quality, and social–environmental impact in the brands they choose—including within the textile industry.

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