How do Gen Z consumers perceive social media influencers in promoting sustainable fashion consumption?

Abstract

The fashion industry, particularly the rise of fast fashion, generates considerable environmental and social externalities. Today, sustainable fashion offers a promising alternative, yet its adoption remains marginal. While Generation Z is becoming increasingly aware of these concerns, there is still a gap between their intentions to buy responsibly and their actual behavior. Within this context, social media influencers appear to be strategic players likely to promote sustainable fashion. However, the effectiveness of their advocacy largely depends on how they are perceived by these young consumers. Consequently, this research seeks to explore how Generation Z consumers perceive social media influencers in promoting sustainable fashion.

To address this research question, a qualitative methodology was chosen with the aim of filling the gap identified in the existing literature at the intersection of Generation Z, sustainable fashion and influencers. To this end, sixteen French-speaking Belgian Generation Z participants, aged between 16 and 28, were selected and interviewed.

The analysis of the semi-structured interviews enabled the identification of an influencer profile perceived positively by Generation Z. This persona is notably characterized by assertive authenticity, a clear alignment between discourse and practices, expertise and knowledge in sustainable fashion, and transparency in brand collaborations. According to respondents, these qualities reinforce the influencers’ perceived credibility and contribute to positioning them as key actors in the transition toward more sustainable fashion consumption.