2071-3762 Практический маркетинг PRACTICAL MARKETING ООО «Агентство БиСиАй Маркетинг» 10.24412/2071-3762-2026-5347-129-135 VKSSAJ https://bci-marketing.ru/soderzhaniya-zhurnalov/347 Восприятие экологичной одежды представителями поколения Z в России Generation Z's Perception of Sustainable Clothing in Russia Симоненков Данила Захарович Симоненков Данила Захарович Simonenkov Danila Zakharovich simonenkovdz@gmail.com Московский государственный университет имени М.В. Ломоносова (Москва, Россия) Lomonosov Moscow State University (Moscow, Russia) 08 06 2026 2026 5 129 135 15 03 2026 20 05 2026 https://bci-marketing.ru/soderzhaniya-zhurnalov/347

Актуальность изучения восприятия экологичной одежды обусловлена ростом спроса на экологичные товары и отсутствием единого понимания концепции экологичной моды в научном сообществе и среди потребителей. Цель данного исследования – выявить ключевые атрибуты, формирующие восприятие одежды как экологичной. На основе обзора литературы были выделены пять атрибутов экологичной одежды: подержанная одежда, долговечность, использование органических и переработанных материалов, а также локальное производство. Исследование проводилось с помощью онлайн-опроса, объем выборки составил 303 респондента. Дескриптивный анализ показал, что наиболее высокие средние значения наблюдаются в оценках атрибутов «органические материалы», «переработанные материалы» и «долговечность». В ответах на открытый вопрос респонденты тоже чаще всего описывают экологичную одежду через эти три характеристики. t-тест Стьюдента не выявил значительных различий в восприятии атрибутов в зависимости от пола и уровня дохода, однако было обнаружено, что респонденты с высокой степенью обеспокоенности вопросами экологии придают большее значение использованию переработанных материалов. Результаты исследования вносят вклад в понимание структуры восприятия экологичной одежды и могут быть использованы для разработки коммуникационных стратегий брендов одежды.

The relevance of studying the perception of eco-friendly clothing is due to the growing demand for eco-friendly products and the lack of a unified understanding of the concept of eco-fashion in the scientific community and among consumers. The purpose of this study is to identify the key attributes that shape the perception of clothing as eco-friendly. Based on a review of the literature, five attributes of eco-friendly clothing were identified: used clothing, durability, the use of organic and recycled materials, and local production. The study was conducted using an online survey, with a sample size of 303 participants. Descriptive analysis showed that the highest average values were observed in the assessments of the attributes «organic materials», «recycled materials» and «durability». In the open-ended question, respondents also most often described eco-friendly clothing through these three characteristics. The Student's t-test hypothesis test did not reveal significant differences in the perception of attributes based on gender and income level, but it was found that respondents with a high degree of environmental concern placed greater importance on the use of recycled materials. The results of the study contribute to understanding the structure of the perception of eco-friendly clothing and can be used to develop communication strategies for clothing brands.

 Ключевые слова маркетинговые исследования зелёная экономика экологичная одежда потребительское восприятие маркетинговая коммуникация устойчивое развитие Keywords marketing research green economy eco-friendly clothing consumer perception marketing communication sustainable development Manley, A., Seock, Y. K., & Shin, J. (2023). Exploring the perceptions and motivations of Gen Z and Millennials toward sustainable clothing. Family and Consumer Sciences Research Journal, 51(4), 313-327. DOI: https://doi.org/10.1111/fcsr.12475. Braga Junior, S., Martinez, M. P., Correa, C. M., Moura-Leite, R. C., & Da Silva, D. (2019). Greenwashing effect, attitudes, and beliefs in green consumption. RAUSP Management Journal, 54(2), 226-241. DOI: https://doi.org/10.1108/RAUSP-08-2018- 0070. Moser, A. K. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behavior. Journal of consumer marketing, 32(3), 167-175. DOI: https://doi.org/10.1108/JCM-10-2014-1179. Rizkalla, N., Lestari, E. D., Arinto, B., Purnamaningsih, P., & Sulistyarini, N. (2022). Uncovering the determinants of environmentally- friendly apparel purchase intention in Indonesia: Incorporating environmental concern and knowledge into the theory of planned behavior. Economics, Management and Sustainability, 7(1), 43-58. URL: https://cyberleninka.ru/article/n/uncovering-the- determinants-of-environmentally-friendly-apparel-purchase-intention-in-indonesia-incorporating-environmental-concern. Hageman, E., Kumar, V., Duong, L., Kumari, A., & McAuliffe, E. (2024). Do fast fashion sustainable business strategies influence attitude, awareness and behaviours of female consumers? Business Strategy and the Environment, 33(2), 1081-1098. DOI: https://doi.org/10.1002/bse.3545. Butler, S. M., & Francis, S. (1997). The effects of environmental attitudes on apparel purchasing behavior. Clothing and Textiles Research Journal, 15(2), 76-85. DOI: https://doi.org/10.1177/0887302X9701500202. Dhir, A., Sadiq, M., Talwar, S., Sakashita, M., & Kaur, P. (2021). Why do retail consumers buy green apparel? A knowledge- attitude-behaviour-context perspective. Journal of Retailing and Consumer Services, 59, 102398. DOI: https://doi.org/10.1016/ j.jretconser.2020.102398. Shen, D., Richards, J., & Liu, F. (2013). Consumers’ awareness of sustainable fashion. Marketing Management Journal, 23(2). URL: https://www.researchgate.net/publication/272481810_Shen_D_Richards_J_Liu_F_2013_Consumers’_awareness_of_sustainable_ fashion_Marketing_Management_Journal_232_134-147. Barrera-Verdugo, G., & Villarroel-Villarroel, A. (2022). Influence of product selection criteria on clothing purchase and post- purchase behaviours: A gender and generational comparison. Plos one, 17(6), e0267783. DOI: https://doi.org/10.1371/ journal.pone.0267783. McQueen, R. H., McNeill, L. S., Huang, Q., & Potdar, B. (2022). Unpicking the gender gap: examining socio-demographic factors and repair resources in clothing repair practice. Recycling, 7(4), 53. DOI: https://doi.org/10.3390/recycling7040053. Huang, H., Long, R., Chen, H., Sun, K., & Li, Q. (2022). Exploring public attention about green consumption on Sina Weibo: Using text mining and deep learning. Sustainable Production and Consumption, 30, 674-685. DOI: https://doi.org/10.1016/ j.spc.2021.12.017. Kunz, J., May, S., & Schmidt, H. J. (2020). Sustainable luxury: Current status and perspectives for future research. Business research, 13(2), 541-601. DOI: https://doi.org/10.1007/s40685-020-00111-3. Cervellon, M. C., & Shammas, L. (2013). The value of sustainable luxury in mature markets: A customer-based approach. Journal of corporate citizenship, (52), 90-101. URL: https://www.jstor.org/stable/jcorpciti.52.90. Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: status, reputation, and conspicuous conservation. Journal of personality and social psychology, 98(3), 392. DOI: https://doi.org/10.1037/a0017346. Carfora, V., Buscicchio, G., & Catellani, P. (2024). Proenvironmental self identity as a moderator of psychosocial predictors in the purchase of sustainable clothing. Scientific Reports, 14(1), 23968. DOI: https://doi.org/10.1038/s41598-024-74234-6. Ting, H., Memon, M. A., Thurasamy, R., & Cheah, J. H. (2025). Snowball sampling: A review and guidelines for survey research. Asian Journal of Business Research, 15(1). DOI: https://10.14707/ajbr.250186. Bernardi, R. A. (1994). Validating research results when Cronbach’s alpha is below. 70: A methodological procedure. Educational and Psychological Measurement, 54(3), 766-775. DOI: https://doi.org/10.1177/0013164494054003023. Vaske, J. J., Beaman, J., & Sponarski, C. C. (2017). Rethinking internal consistency in Cronbach’s alpha. Leisure sciences, 39(2), 163-173. DOI: https://doi.org/10.1080/01490400.2015.1127189. Morin, C. (2011). Neuromarketing: the new science of consumer behavior. Society, 48(2), 131-135. DOI: https://doi.org/10.1007/ s12115-010-9408-1. Manley, A., Seock, Y. K., & Shin, J. (2023). Exploring the perceptions and motivations of Gen Z and Millennials toward sustainable clothing. Family and Consumer Sciences Research Journal, 51(4), 313-327. DOI: https://doi.org/10.1111/fcsr.12475. Braga Junior, S., Martinez, M. P., Correa, C. M., Moura-Leite, R. C., & Da Silva, D. (2019). Greenwashing effect, attitudes, and beliefs in green consumption. RAUSP Management Journal, 54(2), 226-241. DOI: https://doi.org/10.1108/RAUSP-08-2018- 0070. Moser, A. K. (2015). Thinking green, buying green? Drivers of pro-environmental purchasing behavior. Journal of consumer marketing, 32(3), 167-175. DOI: https://doi.org/10.1108/JCM-10-2014-1179. Rizkalla, N., Lestari, E. D., Arinto, B., Purnamaningsih, P., & Sulistyarini, N. (2022). Uncovering the determinants of environmentally- friendly apparel purchase intention in Indonesia: Incorporating environmental concern and knowledge into the theory of planned behavior. Economics, Management and Sustainability, 7(1), 43-58. URL: https://cyberleninka.ru/article/n/uncovering-the- determinants-of-environmentally-friendly-apparel-purchase-intention-in-indonesia-incorporating-environmental-concern. Hageman, E., Kumar, V., Duong, L., Kumari, A., & McAuliffe, E. (2024). Do fast fashion sustainable business strategies influence attitude, awareness and behaviours of female consumers? Business Strategy and the Environment, 33(2), 1081-1098. DOI: https://doi.org/10.1002/bse.3545. Butler, S. M., & Francis, S. (1997). The effects of environmental attitudes on apparel purchasing behavior. Clothing and Textiles Research Journal, 15(2), 76-85. DOI: https://doi.org/10.1177/0887302X9701500202. Dhir, A., Sadiq, M., Talwar, S., Sakashita, M., & Kaur, P. (2021). Why do retail consumers buy green apparel? A knowledge- attitude-behaviour-context perspective. Journal of Retailing and Consumer Services, 59, 102398. DOI: https://doi.org/10.1016/ j.jretconser.2020.102398. Shen, D., Richards, J., & Liu, F. (2013). Consumers’ awareness of sustainable fashion. Marketing Management Journal, 23(2). URL: https://www.researchgate.net/publication/272481810_Shen_D_Richards_J_Liu_F_2013_Consumers’_awareness_of_sustainable_ fashion_Marketing_Management_Journal_232_134-147. Barrera-Verdugo, G., & Villarroel-Villarroel, A. (2022). Influence of product selection criteria on clothing purchase and post- purchase behaviours: A gender and generational comparison. Plos one, 17(6), e0267783. DOI: https://doi.org/10.1371/ journal.pone.0267783. McQueen, R. H., McNeill, L. S., Huang, Q., & Potdar, B. (2022). Unpicking the gender gap: examining socio-demographic factors and repair resources in clothing repair practice. Recycling, 7(4), 53. DOI: https://doi.org/10.3390/recycling7040053. Huang, H., Long, R., Chen, H., Sun, K., & Li, Q. (2022). Exploring public attention about green consumption on Sina Weibo: Using text mining and deep learning. Sustainable Production and Consumption, 30, 674-685. DOI: https://doi.org/10.1016/ j.spc.2021.12.017. Kunz, J., May, S., & Schmidt, H. J. (2020). Sustainable luxury: Current status and perspectives for future research. Business research, 13(2), 541-601. DOI: https://doi.org/10.1007/s40685-020-00111-3. Cervellon, M. C., & Shammas, L. (2013). The value of sustainable luxury in mature markets: A customer-based approach. Journal of corporate citizenship, (52), 90-101. URL: https://www.jstor.org/stable/jcorpciti.52.90. Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: status, reputation, and conspicuous conservation. Journal of personality and social psychology, 98(3), 392. DOI: https://doi.org/10.1037/a0017346. Carfora, V., Buscicchio, G., & Catellani, P. (2024). Proenvironmental self identity as a moderator of psychosocial predictors in the purchase of sustainable clothing. Scientific Reports, 14(1), 23968. DOI: https://doi.org/10.1038/s41598-024-74234-6. Ting, H., Memon, M. A., Thurasamy, R., & Cheah, J. H. (2025). Snowball sampling: A review and guidelines for survey research. Asian Journal of Business Research, 15(1). DOI: https://10.14707/ajbr.250186. Bernardi, R. A. (1994). Validating research results when Cronbach’s alpha is below. 70: A methodological procedure. Educational and Psychological Measurement, 54(3), 766-775. DOI: https://doi.org/10.1177/0013164494054003023. Vaske, J. J., Beaman, J., & Sponarski, C. C. (2017). Rethinking internal consistency in Cronbach’s alpha. Leisure sciences, 39(2), 163-173. DOI: https://doi.org/10.1080/01490400.2015.1127189. Morin, C. (2011). Neuromarketing: the new science of consumer behavior. Society, 48(2), 131-135. DOI: https://doi.org/10.1007/ s12115-010-9408-1.