Same Generation, different habits: Unpacking second-hand fashion consumption among Italian early and late Gen Z

The environmental and social criticisms about fast-fashion have boosted interest in second-hand clothing, especially among Generation Z. This cohort values sustainability, digital engagement, and ethical consumption, increasingly aligning their purchasing decisions with environmental and circular economy concerns. While existing studies recognise GEN Z's role in driving sustainable consumption, there is limited empirical evidence from the Italian context and little exploration of intra-generational differences. This study addresses these gaps by analysing how sustainability values influence second-hand fashion among Italian GEN Z consumers, using data from 428 survey respondents and Exploratory Factor Analysis methodology. Findings reveal that sustainability, uniqueness, and identity expression are key motivations, with digital platforms playing a central role. Early GEN Z is more focused on sustainability and product quality, while late GEN Z prioritises personal style and diverse purchasing channels. These insights offer strategic implications for fashion brands and policymakers promoting circular consumption.