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

Author

Listed:
  • José Luis Del Olmo Arriaga

    (Business Management Department, University Abat Oliba CEU, 08022 Barcelona, Spain)

  • Marilé Pretel-Jiménez

    (Department of Audiovisual Communication and Advertising, University San Pablo CEU, 28003 Madrid, Spain)

  • Carmen Ruíz-Viñals

    (Business Management Department, University Abat Oliba CEU, 08022 Barcelona, Spain)

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.

Suggested Citation

  • José Luis Del Olmo Arriaga & Marilé Pretel-Jiménez & Carmen Ruíz-Viñals, 2025. "From Fast Fashion to Shared Sustainability: The Role of Digital Communication and Policy in Generation Z’s Consumption Habits," Sustainability, MDPI, vol. 17(18), pages 1-13, September.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:18:p:8382-:d:1752668
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    References listed on IDEAS

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    1. Natalie Hogh & Joshua Braun & Lara Watermann & Simone Kubowitsch, 2025. "I Don’t Buy It! A Critical Review of the Research on Factors Influencing Sustainable Fashion Buying Behavior," Sustainability, MDPI, vol. 17(9), pages 1-25, April.
    2. Bo Zhang & Yaozhong Zhang & Peng Zhou, 2021. "Consumer Attitude towards Sustainability of Fast Fashion Products in the UK," Sustainability, MDPI, vol. 13(4), pages 1-23, February.
    3. Subhasis Ray & Lipsa Nayak, 2023. "Marketing Sustainable Fashion: Trends and Future Directions," Sustainability, MDPI, vol. 15(7), pages 1-28, April.
    4. Ziyi Fang, 2024. "Greenwashing Versus Green Authenticity: How Green Social Media Influences Consumer Perceptions and Green Purchase Decisions," Sustainability, MDPI, vol. 16(23), pages 1-13, December.
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