Influence of factors like TikTok Videos, Information, Trust, and Entertainment on Gen Z Consumers’ Attitude and Purchase Intention Towards Sustainable Fashion Brands in Pakistan: The Complementary Role of Traditional and Religious Values, and Culture of Individualism and Uncertainty Avoidance

Purpose: This study examines the influence of TikTok videos on Pakistani Gen Z consumers' purchase intentions toward sustainable fashion brands with the mediating effect of attitudes. We also explore the direct roles of trust, entertainment, and information in shaping sustainability driven consumer behavior. Moreover, the moderation effect of values (Traditional and religious) and culture (Collectivism, and Uncertainty Avoidance) were also tested on these relationships. Design and Methodology: A quantitative research approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze data from 344 Pakistani Gen Z consumers. A structured questionnaire measured key variables, including TikTok engagement, trust, sustainable attitudes, and purchase intention. Findings and Recommendations: The results indicate that sustainable TikTok significantly impacts consumer attitudes and in turn positively affects purchase intention (PI). Moreover, trust, entertainment, and information also seem to directly affect PI. Furthermore, both Cultural factors and values seem to have a significant positive moderation on all the studied relationships. Brands should prioritize transparency, integrate educational content with entertainment, and align sustainability messaging with cultural values to drive authentic engagement. Originality: This study expands the literature on social media-driven sustainability marketing, specifically within the Pakistani Gen Z consumer context, by examining the moderating effects of cultural and psychological factors on purchase behavior.