Threads of Influence: How Sustainable Fashion Campaigns Shape Generation Z's Ethical Choices

Abstract

The increasing environmental concerns associated with the fashion industry have spurred a shift towards sustainable fashion, with Generation Z emerging as key proponents of ethical consumption. This study examines the impact of social media influencers (SMIs) on shaping Generation Z’s attitudes and behaviours towards sustainable fashion. Guided by Source Credibility Theory, the research explores how influencer credibility, emotional engagement, and cultural alignment affect consumer decisions.

The study employs a qualitative netnographic approach, analysing social media content from Instagram, YouTube, Facebook, and X. A purposive sampling strategy was used to select eight sustainable fashion influencers, including both mega and micro-influencers, based on follower count, engagement level, and content relevance. Thematic analysis was conducted on 100 high-engagement posts per influencer, with qualitative data extracted from user comments and interactions. Key themes emerging from the data include the role of influencer credibility, emotional engagement as a catalyst for influence, the cultural and aesthetic appeal of sustainable fashion, and the alignment of influencer-led campaigns with Generation Z’s values.

Findings suggest that credibility—built on authenticity, transparency, and consistency—is central to influencer impact. Emotional narratives and community-building strategies enhance engagement, while inclusivity and aesthetic storytelling further align sustainable fashion with Generation Z’s ethical consumption values. However, scepticism regarding greenwashing and the commercial motives of influencers remains a challenge. The study contributes to the discourse on influencer marketing and sustainability by highlighting effective engagement strategies that drive ethical consumer behaviour.