Exploring perceptions of generation Z connsumers in Turkey towards sustainable fashion and perceived quality

The purpose of this study is to understand the perceptions and attitudes of Generation Z in Turkey towards sustainable fashion, as well as their quality evaluations. The data for the study was obtained through interviews conducted with Generation Z participants of various ages. The collected data was analyzed using Thematic Analysis, a qualitative research method. The main questions in the study were "What are the perceptions and opinions of Generation Z consumers in Turkey regarding sustainable fashion?", "How do Generation Z consumers in Turkey perceive quality in sustainable fashion and how do they evaluate quality?", and "What are the perceived risks of Generation Z consumers in Turkey regarding sustainable fashion?" In this exploratory study conducted using qualitative methods, it is concluded that Generation Z consumers in Turkey are environmentally conscious and value the concept of sustainability, thus they have a positive view of sustainable fashion; however, they have not fully adapted to this concept yet. Key Words: Sustainibility, Sustainable Fashion, Perceived Quality, Consumer Behaviour, Generation Z