Generation Z is a part of a new generation of consumers in which the behaviour of its members as consumers is determined by the influence of technology and the Internet. This is the reason why they are often called "the digital natives". There is a growing number of companies which are trying to analyze and solve the issues regarding the environmental protection and the concept of ethical consumption. These practices are becoming a part of their corporate culture. The concept of fast fashion has developed in the fashion industry as the answer to the growing consumption needs and the need for constant change of their clothes, style and taste. That also led to the low quality materials as well as final products, use of chemicals and pesticides in order to enhance the production, the exploitation of workers and production of large amonut of waste. Since this is ecologically and economically unsustainable, a lot of companies have decided to make a change. The main purpose of this study is to examine the attitudes of generation Z towards the fashion industry. Specific purpose of this study will be the examination of factors that influence consumers of generation Z on making the ethical consumption decision during the consumption of garments. This resarch was conducted in the form of the questionnaire. Total of 274 respondents have filled up the questionnaire. Their age was between 18 and 22 years old. The result of research has shown that the most of the respondents are aware of ecological problem in Croatia but there is a still lower level of local environmental involvement. Also, there is a low level of media, peer and family influence on the subjects regarding the environmental awareness. In terms of analysis of sustainable practices in the fashion industry for consumers of generation Z when shopping it is shown that for them the most important influence is the quality and durability of clothing. Other sustainable practices regarding in the fashion industry are rated as relatively insignificant when buying clothes.