Dupay, Heather (2026) Gen Z on circularity and sustainable consumption. In: Circular Economy Exchange, 8 April 2026, London.

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Abstract

The research examines how Digital Product Passports can support circularity and sustainable consumption among Gen Z consumers. With DPPs becoming a legal requirement in Europe from 2027, there is a need to identify how they can be utilised to accurately collect and communicate meaningful supply chain and sustainability related data in a way that utilises storytelling to captivate and engage audiences, whilst avoiding greenwashing.

Research Question: How can Gen Z be encouraged to emotionally connect to the life cycle of fashion product through their engagement with DPPs?

Key findings: Gen Z’s path to sustainability is shaped by trust, quality, emotion and ease — not by claims. Circular behaviour will happen when brands provide proof, not promises, elevate quality and durability, and remove effort from responsible actions.

The findings were presented at the Circular Economy Exchange, an expert network of fashion industry leaders, advocacy bodies and policymakers, in April 2026.

Item Type:	Conference or Workshop Item (Other)
Date Deposited:	21 Apr 2026
URI:	https://repository.uwl.ac.uk/id/eprint/14899
Sustainable Development Goals:	Goal 12: Responsible Consumption and Production

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