지속 가능한 패션에 관한 몽골의 세대별, 지역별 인식과 경험 = Perceptions and Experiences of Sustainable Fashion in Mongolia- A Generational and Regional Perspective -

다국어 초록 (Multilingual Abstract)

This study highlights the necessity of sustainable fashion in addressing global environmental issues such as climate change, resource depletion, and waste accumulation, and aims to examine the perceptions and experiences of Mongolian consumers. Mongolia’s population is expected to reach 5 million by 2050, with over 57% concentrated in Ulaanbaatar and more than half under the age of 30, which is likely to accelerate urbanization and intensify environmental pressures. In this context, analyzing sustainable fashion consumption that reflects generational and regional characteristics has emerged as a critical task. To this end, a mixed-method design was employed, involving 310 survey responses and 18 in-depth interviews across Z, M, X generations and Metropolitan, Provincial and Rural regions. The survey items focused on perceptions and experiences related to sustainable and eco-friendly products, sustainable fashion, and its various types. The study results were interpreted within the scope of the sample. The results revealed no statistically significant differences across generations and regions; however, meaningful tendencies were identified through mean comparisons and qualitative analysis. Generation Z showed higher awareness influenced by education and digital media but limited practice due to constraints of price, accessibility, and design diversity. The Millennial generation emphasized practicality, health, and cost efficiency, while Generation X highlighted durability, traditional materials, and long-term usability. Regionally, urban residents demonstrated higher awareness, whereas rural residents actively practiced saving and reuse but showed limited understanding of recycling. Across all generations and regions, wool and cashmere were positively regarded as eco-friendly and culturally significant materials, though limited design diversity and maintenance difficulties were noted as constraints. Overall, sustainable fashion consumption in Mongolia remains in its early stages, underscoring the need for customized policies and industrial strategies that reflect generational values and regional contexts. This study provides both academic and practical implications for the promotion of sustainable fashion in Mongolian society.