This research focuses on understanding consumer preferences towards natural and synthetic fibers and the effect the fibers have on the purchase decision-making process. Additionally, it does a dive into Gen-Z and the generation's fiber preference. After exploratory research from sources such as Cotton Works and Sourcing
Journal, there was a content analysis done of reviews of a cotton workout shirt and comments under two YouTube videos about natural and synthetic fibers. Additionally, an online survey taken by those in Gen-Z was administered. The content analysis showed that consumers don’t value synthetic fibers over natural ones. The
survey was not as conclusive but showed that Gen- Z doesn’t value sustainability and fiber preference as much as the initial research showed and isn’t as price-conscious as was thought.