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Modern society is facing a multitude of challenges and environmental problems related to excessive consumption and extensive utilization, or even depletion, of natural resources caused by various industries. These issues are compounded by the fashion businesses selling attractive, trendy, mass-produced cheap clothes, while exploiting labour force with unsatisfactory working conditions. The objective of this study was to examine generational differences in environmental concerns of females related to sustainable clothing and differences in their actual purchases. A questionnaire survey was conducted for a sample of 1796 female respondents from 4 countries: Slovakia (428), Czechia (423), Slovenia (518), and Lithuania (427). Kruskal-Wallis tests were used for data processing. The findings reveal significant differences in concern for the well-being of clothing factory workers, animal species, future generations, and for the environment across the generational cohorts. Overall, younger generations, especially Gen Z and Gen Y, exhibit higher levels of concern for the well-being of clothing factory workers, animal species, and for the environment compared to Baby Boomers. Gen X demonstrates higher levels of concern for the well-being of future generations and environmental issues. Notably, Gen Z shows the lowest levels of engagement across all categories, suggesting a gap between attitudes and actual behaviour. Limitations of the study are discussed, and future research directions are noted.
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