From Fast Fashion to Shared Sustainability: The Role of Digital Communication and Policy in Generation Z’s Consumption Habits

Abstract

This article examines the role of digital communication, social media, and peer influence in Generation Z’s transition from fast fashion to more sustainable consumption practices. Building on sustainability and social influence theories, this study applies a mixed-methods design that combines qualitative content analysis of social media discourse with a quantitative online survey (n = 202). The survey instrument, validated by a panel of experts, measured four dimensions—digital communication, peer influence, sustainable attitudes, and sustainable behaviors—using Likert-type scales with adequate reliability (Cronbach’s α ≥ 0.70). The statistical analyses included descriptive statistics, Pearson correlations, and mean comparison tests (t-test, ANOVA). The results show that digital platforms not only raise awareness but also normalize sustainable choices through peer validation and community engagement. Strong correlations confirm that peer influence mediates the relationship between exposure to sustainability content and the adoption of responsible behaviors, while perceptions of brand sustainability show weaker associations with purchase intention. This study highlights a persistent attitude–behavior gap and identifies opportunities for more effective digital engagement. The findings contribute to the literature on sustainable fashion consumption by clarifying the communicative mechanisms shaping Gen Z’s decisions. Practical implications are offered for brands, policymakers, and educators seeking to foster authentic and inclusive sustainability strategies, particularly in addressing gender differences in sustainable adoption.