Background: Recently, the fashion industry has demonstrated a strong interest in sustainability and environmental issues. The sustainable fashion industry has enormous potential, and practical products are attracting Generation Z's environmentally conscious buyers. In the meantime, Gen Z customers have intrigued researchers' interest due to their enormous utilization potential. 

Purpose: The purpose of this study was to ascertain Gen Z consumers' attitudes toward sustainable fashion consumption and marketing activities in the global market. 

Method: This study employed deductive qualitative research. The researchers conducted semi-structured interviews with 12 Gen Z consumers who represented a range of cultural backgrounds. The qualitative data are analyzed using reflexive thematic analysis. 

Conclusion: The findings indicate that Gen Z consumers prefer products designed by brands with a distinct brand identity and distinctive highlights that are both practical and sustainable. For sustainable fashion brands to reach Gen Z consumers, branded digital marketing and branded content advertising are pivotal.