Paige Finn DohertyFounding Partner, Behind Genius · Founding Partner at Behind Genius Ventures

the gap between intention and buying behavior

23 Mar 2024 · 1 min

Watch on YouTube

0:49

In this segment of a YouTube discussion, the speaker explores why many Gen Z consumers intend to purchase sustainable fashion but often do not follow through. The primary reasons identified are the high price of premium sustainable brands and limited financial resources typical of younger shoppers, making accessibility a major hurdle. The conversation then shifts to thrifting, which the speaker endorses as an affordable, style‑expanding alternative that can bridge the gap between sustainable intentions and actual purchasing behavior.

Chapters

What hypotheses you might have as to why there's like a gap between that intention and like actual buying behavior? Yeah, I think it ultimately comes down to price and what's easiest for everybody, because a lot of the people— I mean, everyone in Gen Z is around my age or a little bit older, a little bit younger. So we're all not really— we're not having a bunch of income or anything. We can't really afford to buy a lot of these higher-end sustainable Brands. So I think it ultimately comes down to price and accessibility, which is hard to fight. Yeah, yeah. How does like thrifting fit into that landscape? I love thrifting. I like always promote it. I think it's a great solution for people who are looking to kind of expand their personal style.