Leveraging social media for sustainable fashion: how brand and user-generated content influence Gen Z’s purchase intentions

Abstract

This study examines how brand-generated content (BGC) and user-generated content (UGC) on TikTok and Instagram shape Gen Z consumers’ purchase intentions for sustainable fashion. It also investigates the mediating role of social media engagement (SME) in these relationships. A quantitative approach was employed, using stratified random sampling to target Gen Z consumers aged 16–28. Data were collected from 643 respondents through structured surveys and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS. Both BGC and UGC positively influence purchase intentions, with BGC demonstrating a stronger effect due to its professional quality and emotional appeal. SME partially mediates these relationships, amplifying the impact of both content types on purchase behavior. This research advances the sustainable fashion marketing literature by integrating insights from social media influence and consumer behavior, specifically within the Gen Z demographic. Unlike previous studies that focus solely on BGC or UGC in isolation, this study examines their interplay and the crucial mediating role of SME. The findings offer practical guidance for brands on how to strategically balance BGC and UGC to optimize consumer engagement and drive sustainable purchasing decisions.