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.

1. Introduction

The fashion industry remains one of the most resource-intensive and environmentally damaging sectors, largely driven by the dynamics of fast fashion. This model, characterized by rapid production cycles, low-cost garments, and constant novelty, has generated severe environmental and social externalities, including excessive water consumption, waste generation, and labor exploitation in developing countries [1,2]. Despite regulatory initiatives and rising consumer awareness, fast fashion continues to dominate global markets [3,4].

In response, sustainable fashion has emerged as an alternative that prioritizes eco-design, circularity, traceability, and social responsibility. Nevertheless, its widespread adoption is constrained by structural and cultural barriers, such as high price perceptions, limited accessibility, and entrenched consumption patterns based on novelty and abundance [5,6,7]. Understanding how to overcome these barriers is central to both academic debate and industry practice.

Generation Z (individuals born between 1995 and 2010) plays a pivotal role in this transformation. Research indicates that this cohort exhibits higher sensitivity toward sustainability, climate change, and ethical consumption compared to previous generations [8,9]. However, their sustainable attitudes do not always translate into consistent behaviors, revealing a persistent attitude–behavior gap [10,11]. This paradox requires further analysis to understand the social and communicative mechanisms that influence the transition from intention to practice.

Digital communication and social media are critical in this process. Platforms such as Instagram, TikTok, and YouTube provide symbolic spaces where meanings are constructed, social norms are reinforced, and consumption behaviors are shaped [12,13]. Influencers and peer networks function as cultural mediators, promoting sustainable practices but also perpetuating fast fashion trends [14,15,16]. The ambivalent role of digital ecosystems calls for a deeper examination of how online discourse and social influence interact to shape young consumers’ decision-making, in line with the Sustainable Development Goals (SDG 12) on responsible consumption [17].

Although the relationship between sustainability and fashion has been widely explored, few studies provide an integrated perspective that simultaneously addresses digital communication, peer influence, and sustainable consumption among Generation Z. Moreover, while previous research has examined sustainability in different national contexts [18,19], limited attention has been paid to how social influence mechanisms mediate the relationship between digital exposure and behavioral outcomes. This study addresses these gaps by combining quantitative and qualitative evidence to provide new insights into the communicative factors shaping sustainable fashion adoption.

Guided by this gap, this article addresses the following questions:

• RQ1. Which communicative elements foster positive attitudes toward sustainable fashion among Generation Z?
• RQ2. How does peer influence mediate the relationship between digital communication and sustainable consumption behaviors?
• RQ3. How do young consumers perceive the sustainability practices of well-known fashion brands, and how does this affect purchase intentions?

By examining these questions through a mixed-methods approach, this study contributes to the literature in three ways. First, it advances theoretical understanding of the social and communicative mechanisms underlying sustainable fashion consumption. Second, it provides empirical evidence on the mediating role of peer influence, thereby expanding the applicability of social influence and social learning theories in the digital context. Third, it offers practical recommendations for brands, policymakers, and educators seeking to design strategies that resonate with Generation Z, including tailored approaches to address gender-based differences in sustainability adoption.

2. Theoretical Framework and Methodology

2.1. Sustainable Fashion and Responsible Consumption in Gen Z

Sustainable fashion is defined as an approach to the production, distribution, and consumption of garments that integrates ethical, environmental, and social criteria across the entire life cycle [20]. This includes the use of recycled or low-impact materials; the reduction of textile waste; improved labor conditions; and circular models such as rental, swapping, and reuse [21]. In this sense, sustainable fashion goes beyond product innovation and encompasses systemic transformations in supply chains, marketing practices, and consumer engagement, positioning itself as a holistic response to the environmental and social costs of the fashion industry.

In recent years, sustainable fashion has shifted from a niche to a mainstream trend, particularly among younger consumers. Generation Z exhibits greater sensitivity toward sustainability, climate change, and ethical practices compared to earlier cohorts [22]. However, this sensitivity often contrasts with actual behaviors, resulting in an attitude–behavior gap [10,11]. This gap has been extensively documented in the literature, where consumers express strong support for ethical values but continue to purchase fast fashion due to affordability, trend responsiveness, and easy accessibility [7]. Prior research shows that barriers such as price, convenience, and perceived authenticity prevent sustainable intentions from translating into consistent practices [23,24]. In addition, the risk of “green fatigue” and consumer skepticism toward sustainability claims further limits the translation of attitudes into concrete behaviors [15].

Despite these barriers, alternative models such as thrifting, clothing rental, and shared wardrobes resonate with Gen Z values of authenticity and differentiation [9,18]. These practices not only reduce environmental impact but also align with broader cultural shifts toward access-based consumption, personalization, and identity construction through fashion [16]. Recent studies in Sustainability further emphasize the role of social responsibility and design in shaping positive attitudes toward green consumption [25,26,27]. Together, these insights highlight the dynamic interplay between structural barriers, cultural aspirations, and digital mediation, underscoring the complexity of fostering truly sustainable consumption habits in the fast fashion era.

2.2. Digital Communication and Social Media in the Transformation of Consumption

Influence can be defined as the process through which individuals’ attitudes and behaviors are shaped by external agents—such as peers, reference groups, and opinion leaders—through mechanisms of persuasion, imitation, and social validation [28]. In consumer behavior, influence manifests in both rational evaluations and symbolic choices, affecting not only what people buy but also how they construct their identities through consumption.

Reference groups play a decisive role in the Purchase Decision Process, particularly among adolescents and young adults, who tend to adopt behaviors consistent with the norms of their peers to achieve acceptance or recognition [29]. As previous studies show, fashion consumption is especially sensitive to this dynamic, since clothing operates as a social marker that signals belonging, status, or differentiation [13]. Recent contributions highlight that the influence of reference groups is not homogeneous, but varies depending on the type of product, level of involvement, and symbolic value associated with the purchase [30].

In the context of sustainable fashion, reference groups and influencers act as key transmitters of values, legitimizing sustainability when it is framed as a socially desirable behavior. This process not only reinforces the adoption of green practices but also contributes to their diffusion as collective norms, aligning with social identity theory and consumer socialization frameworks [13,31]. These insights allow us to understand why Generation Z is more likely to experiment with alternative models such as thrifting or clothing rental when these practices are validated by peers, even when they contradict traditional consumption logics.

2.3. Peer Influence on Fashion Consumption Habits

Digital communication has profoundly transformed the logics of consumption by creating interactive and participatory spaces where meanings, values, and identities are negotiated [12]. Social media platforms such as Instagram, TikTok, and YouTube function not only as showcases for trends but also as arenas of cultural negotiation, where competing discourses on fast fashion and sustainability coexist [14]. Influencers act as cultural intermediaries, transmitting aesthetic aspirations while also shaping perceptions of authenticity and credibility [15,19].

The persuasive power of digital media lies in their ability to combine visual immediacy with social validation, reinforcing consumer attitudes through mechanisms such as likes, shares, and comments. This symbolic reinforcement has been identified as a decisive factor in normalizing sustainable practices within Gen Z digital communities [26].

At the same time, digital communication presents risks. The proliferation of greenwashing—defined as “the practice of conveying a false impression or providing misleading information about a company’s environmental practices to appear more sustainable than it actually is” [15]—can generate distrust and cynicism among young consumers. Recent evidence shows that when sustainability claims lack transparency or are perceived as opportunistic, they not only fail to foster responsible consumption but can also exacerbate skepticism toward truly sustainable brands [24].

Therefore, understanding the dual nature of digital ecosystems is crucial: while they enable the diffusion of sustainable values, they also present the risk of undermining trust through contradictory messages. This ambivalence reinforces the importance of authenticity, consistency, and credible storytelling as determinants of whether digital communication serves as a driver or a barrier to sustainable consumption [25,32].

2.4. Methodology

This study adopts a quantitative, cross-sectional, and correlational design aimed at analyzing the relationship between digital communication, peer influence, and the adoption of sustainable fashion consumption habits by Gen Z. This approach was considered appropriate, as it enables the identification of association patterns between psychosocial variables and consumption behaviors while offering robust statistical evidence to support theoretical assumptions.

The target population comprised young adults belonging to Generation Z, defined as individuals born between 1995 and 2010. Data were collected in Spain, a country where fast fashion brands such as Zara, Mango, and Desigual coexist with emerging sustainable fashion initiatives, thus offering a relevant context for studying the tensions between rapid consumption and sustainability. This study employed a non-probabilistic convenience sampling method combined with snowball recruitment, leveraging personal, academic, and social networks to reach participants who are active digital users. This strategy was deemed appropriate due to the exploratory nature of the research and the specific interest in digitally engaged consumers.

The final sample consisted of 202 participants (63.4% female, 35.6% male, and 1% other or unspecified), aged between 18 and 35 years (M = 20.8; SD = 2.8). Although the sample size may appear limited, it exceeds the minimum thresholds recommended for correlation analyses [33] and provides sufficient variability to explore generational attitudes. Nevertheless, the sample size and its non-probabilistic nature are acknowledged as limitations, which restrict generalizability.

Data were collected using a structured questionnaire with 25 items distributed across five thematic blocks: (1) consumer profile and sustainability-related habits; (2) influence of digital communication and social media; (3) peer and social environment influence; (4) attitudes and future disposition toward sustainable fashion; and (5) perception of the sustainability of selected fashion brands. All items were measured on five-point Likert scales (1 = strongly disagree; 5 = strongly agree). The instrument was validated through expert judgment by a panel of academics specializing in fashion communication and sustainability. Content validity was ensured through iterative revisions, and the internal consistency of each thematic block was confirmed using Cronbach’s alpha (α ≥ 0.70 for all blocks), which indicated adequate reliability.

To minimize common method bias, the questionnaire included varied item formulations and scale reversals, and anonymity was guaranteed to reduce social desirability bias. Non-response bias was controlled by monitoring completion times and by verifying the demographic balance within the sample. These measures strengthen the robustness of the results despite the limitations of convenience sampling.

Data processing was conducted using SPSS software (v.28). Descriptive statistics were applied to characterize the sample and variables. Pearson correlations were calculated to examine relationships between thematic blocks, while mean comparison tests (Student’s t-test and ANOVA) were conducted across gender and age categories. These analyses were selected for their suitability in identifying both association patterns and group differences in sustainability-related attitudes and behaviors.

The research complied with national and international ethical standards, including the principles of the Declaration of Helsinki (1975, revised 2013). This study received formal approval from the Comité de Ética de la Investigación, Subcomisión de Muestras Humanas y de Estudios en Humanos, Universidad CEU. Written informed consent was obtained from all participants prior to their inclusion in the study.

3. Results

3.1. Sample Profile

The analyzed sample consisted of 202 participants, all belonging to Generation Z, with ages ranging between 18 and 35 years (M = 20.8; SD = 2.8). Regarding gender distribution, 63.4% identified as female, 35.6% as male, and 1.0% as other or unspecified. This gender imbalance reflects a greater female engagement in sustainability-related surveys, a trend observed in previous research on sustainable consumption [31].

The overrepresentation of women is particularly relevant given that prior studies have consistently reported higher levels of environmental awareness and ethical concern among female consumers compared to males [25,32]. Conversely, the relatively lower participation of men highlights one of the critical gaps in sustainable fashion adoption, as discussed in the literature [23]. Thus, the demographic composition of the sample not only provides insight into consumption patterns but also supports the exploration of gender differences in attitudes and practices.

Geographically, all participants were based in Spain, a context characterized by the coexistence of fast fashion giants such as Zara, Mango, and Primark alongside smaller sustainable brands, such as Ecoalf. This environment represents a relevant scenario for analyzing the tensions between rapid consumption and sustainable alternatives, particularly among digitally active consumers.

3.2. Internal Reliability of the Scales

To evaluate the internal consistency of the thematic blocks of the questionnaire, Cronbach’s alpha coefficient was calculated for each of them. The results obtained were as follows (

Table 1. Internal reliability of the scales.

Thematic Block	Cronbach’s Alpha
1: Consumer profile and current habits	0.716
2: Influence of digital communication	0.789
3: Influence of peers and close environment	0.821
4: Attitudes and future disposition towards sustainability	0.756

):

All values exceed the minimum accepted threshold of 0.70, indicating the adequate internal reliability of the scales used in the questionnaire. These results reinforce the robustness of the instrument and its suitability for analyzing the relationship between digital communication, peer influence, and sustainable consumption behaviors. Moreover, the high reliability of the peer influence block underscores the central role of social validation in shaping consumption habits, an aspect that will be further explored in subsequent analyses.

3.3. Correlation Analysis and Hypothesis Testing

In order to empirically test the proposed hypotheses, Pearson correlation analyses were conducted among the thematic blocks of the questionnaire (items 8 to 22). This procedure enabled the identification of linear associations among exposure to digital content, peer influence, sustainable attitudes, and sustainable behaviors.

As shown in

Table 2. Correlation matrix among key dimensions (r values).

	Digital Communication	Peer Influence	Sustainable Attitudes	Sustainable Behaviors
Digital Communication	1.000	0.745	0.653	0.604
Peer Influence	0.745	1.000	0.675	0.629
Sustainable Attitudes	0.653	0.675	1.000	0.584
Sustainable Behaviors	0.604	0.629	0.584	1.000

, all correlations are positive and statistically significant (p < 0.001), ranging from moderate to strong in magnitude. These results confirm the robustness of the measurement instrument and provide initial support for the proposed hypotheses.

The graphical representation provided in Figure 1 complements these results, visually illustrating the strength and direction of the associations among the four dimensions.

Beyond the statistical associations, the descriptive analysis offers further insight into participants’ perceptions and behaviors. Overall, the sample expressed favorable attitudes toward sustainability in the fashion sector. The highest mean score was observed for the statement “I believe that sustainable fashion is good for society” (M = 4.19, SD = 0.72), followed by “I identify with the values of sustainable fashion” (M = 4.24, SD = 0.81), reflecting a strong ethical predisposition.

With regard to digital communication, 77.2% of respondents indicated that social media influences their fashion decisions (M = 4.00, SD = 0.95), while 68.4% reported following influencers who promote sustainable practices (M = 3.84, SD = 1.01). Additionally, the majority of respondents agreed that sustainability campaigns had influenced their purchasing decisions (M = 3.93, SD = 0.96), reinforcing the role of digital media as a driver of change.

Concerning peer influence, 70% of respondents stated that they had discussed the environmental impact of fashion with friends, and more than 60% indicated that they had been motivated by people close to them to adopt more responsible habits. The item “I have changed my consumption habits thanks to people close to me” obtained a mean score of 3.47 (SD = 1.12), suggesting that social environments exert a significant influence.

The Pearson correlation analysis (Table 2 and Figure 1) shows positive associations among multiple dimensions. Notably, there is a strong correlation between knowledge about environmental impact and the intention to prioritize sustainable brands (r = 0.61), as well as between following sustainable influencers and a sense of being part of the change (r = 0.53). A positive relationship was also observed between identification with sustainable fashion values and the intention to participate in initiatives such as shared wardrobes (r = 0.47). These findings underscore the persistence of the well-documented attitude–behavior gap [20,31].

Finally, the perception of brand sustainability showed a distinctive pattern. Ecoalf (M = 4.08) and Patagonia (M = 3.54) were the highest rated, while fast fashion brands such as Shein, Primark, and Temu received average scores below 2. This result reflects a critical awareness among participants, who differentiate between brands according to their perceived credibility and authenticity, in line with concerns about greenwashing [13,24].

Hypothesis 1 (H1):

Digital Communication and Sustainable Attitudes.

Grounded in social learning theory and prior evidence that digital media exposure shapes value internalization [22,26], the first hypothesis (H1) posits that exposure to digital content about sustainability is positively associated with favorable attitudes toward sustainable fashion. To test this hypothesis, Pearson correlation coefficients were calculated between the mean responses of Block 2 (influence of digital communication) and Block 4 (attitudes and future predisposition).

The analysis showed a strong positive correlation (r = 0.653, p < 0.001). This result empirically supports the hypothesis and suggests that greater exposure to sustainability-related content contributes to the consolidation of favorable attitudes, consistent with recent evidence highlighting the catalytic role of Instagram and TikTok in shaping green attitudes [10,22,26].

Hypothesis 2 (H2):

Peer Influence as a Mediating Variable.

Drawing on theories of normative influence and collective identity [27], the second hypothesis (H2) proposes that peer influence acts as a mediating variable between exposure to digital content and the adoption of responsible behaviors in fashion.

To analyze this relationship, correlations were calculated between the following variables:

• Block 2 (digital communication) and Block 3 (peer influence): r = 0.745;
• Block 3 (peer influence) and Block 1 (sustainable behaviors): r = 0.629;
• Block 2 (digital communication) and Block 1 (sustainable behaviors): r = 0.604 (p < 0.001).

The results show strong positive associations in all three cases, supporting the hypothesis that peers play a mediating role in the transition from digital awareness to concrete actions. Although a full mediation model was not applied, the findings are consistent with social learning theory [27] and demonstrate that social validation enhances the adoption of sustainable habits among young consumers [25].

Hypothesis 3 (H3):

Brand Perception and Purchase Intention.

Building on signaling theory and research on consumer trust in ethical branding [31], the third hypothesis (H3) states that brands perceived as sustainable generate greater trust and purchase intention among young consumers. To test this, Pearson correlations were calculated between the perceived sustainability ratings of each brand (Block 5) and the intention to prioritize sustainable brands in the future (item 2 from Block 4).

The results show very low or non-significant correlations in most cases. Only Primark presented a statistically significant negative correlation (r = –0.184; p < 0.01), indicating that a lower perception of sustainability corresponds with reduced purchase intention. By contrast, brands with a stronger sustainable reputation, such as Patagonia and Ecoalf, exhibited positive but weak correlations (r = 0.071 and r = 0.100, respectively), without reaching statistical significance.

These results invite reflection on the complexity of the factors that influence responsible purchase intention. Although sustainability values are highly regarded, brand perception alone does not translate into consistent behavior, echoing previous studies on the limits of ethical intention [27,31]. This suggests the need for comprehensive strategies combining credible storytelling, influencer engagement, and community activation to transform latent attitudes into actual purchase behavior.

3.4. Exploratory Analysis of Gender-Based Differences

The results of the gender-based analysis showed that women reported a slightly higher mean score (M = 3.33; SD = 0.99) compared to men (M = 3.06; SD = 1.09) when asked to express identification with the values of sustainable fashion. However, this difference did not reach statistical significance (t ≈ 1.73; p = 0.086) and can therefore only be considered a non-confirmed trend (see

Table 3. Comparison of attitudes toward sustainable fashion by gender.

Gender	Mean	Standard Deviation
Women	3.33	0.99
Men	3.06	1.09
t (gl ≈ 140)/p	1.73	0.09

).

Despite the lack of statistical significance, these findings are consistent with previous studies showing that women tend to express stronger environmental and ethical concerns in their consumption practices compared to men [25,32]. Conversely, sustainability ideas are less popular among male consumers, who often perceive fashion primarily in terms of functionality or status rather than ethical values [23].

This gender asymmetry highlights an important challenge for both brands and policymakers: designing strategies that make sustainability relevant and aspirational for male audiences. Practical initiatives could include targeted campaigns that emphasize innovation, performance, and long-term value of sustainable products, as these attributes have been shown to resonate more strongly with men [31]. Additionally, engaging male role models and influencers who embody sustainable lifestyles may help normalize these practices within male peer groups, reinforcing the social validation mechanisms identified in this study.

This result suggests that, although the gender differences observed in this study were not statistically significant, they align with broader research indicating that women are more inclined toward sustainable values. This underscores the need to address the relative disengagement of men by tailoring sustainability communication strategies that appeal to their motivations and consumption logics.

3.5. Exploratory Analysis by Age Group

In addition to the gender analysis, possible differences in attitudes toward sustainable fashion were explored according to age group (

Table 4. Attitude toward sustainable fashion by age group.

Age Group	Mean	Standard Deviation	N (participants)
18–21	3.02	0.97	132
22–25	3.71	1.02	56
26+	3.38	1.30	8

). The analysis of the statement “I identify with the values of sustainable fashion” revealed that the group aged 22–25 reported the highest mean score, followed by the 18–21 group. The oldest group (26+) reported a slightly lower mean, although the number of participants in this category was small.

These results suggest that identification with sustainable values is most pronounced among young adults in their early twenties, possibly due to higher critical maturity, greater exposure to sustainability debates in higher education, and increased purchasing autonomy. This pattern is consistent with previous research indicating that younger cohorts exhibit greater ethical sensitivity, but that the consolidation of sustainable behaviors often occurs in early adulthood when individuals balance identity construction with financial independence [27,31].

The comparatively lower scores in the 18–21 age group may reflect transitional consumption patterns, in which attitudes toward sustainability are still influenced by peer norms and limited purchasing power. On the other hand, the decline in the mean scores among the 26+ age group could be partially explained by generational differences in digital socialization, as older participants within Gen Z are less immersed in platforms such as TikTok and Instagram, which this study identified as critical drivers of sustainable fashion discourse [26].

From a practical perspective, these findings suggest that sustainability campaigns targeting the 22–25 age segment may achieve greater impact, as this group demonstrates both stronger value alignment and higher readiness to adopt sustainable alternatives. At the same time, interventions for younger consumers (18–21) should emphasize accessibility and affordability, reducing barriers related to price and availability. For the older Gen Z cohort, communication strategies should combine digital content with offline initiatives, leveraging educational and workplace contexts where sustainable practices can be reinforced.

Therefore, while age-related differences were not large in absolute terms, the trends observed align with international evidence on the role of life stage in sustainability adoption. This underscores the need for nuanced, age-sensitive communication strategies that account for both the opportunities and constraints specific to each subsegment of Generation Z.

4. Discussion

The results of this study confirm the relevance of digital communication and peer dynamics in shaping sustainable attitudes and behaviors among Generation Z consumers. While the correlation between digital exposure and favorable attitudes supports H1, it is important to underline that correlation does not imply causality. Prior studies suggest that self-selection mechanisms may also explain why individuals already interested in sustainability follow related content [22,27]. Thus, digital exposure should be understood as both a driver and a reflection of pre-existing orientations, which complicates simplistic causal interpretations. This finding aligns with international studies showing that Instagram and TikTok are especially influential in shaping consumer choices, not only in Spain but also in markets such as the Philippines and the UK [26,27]. These platforms function as symbolic spaces where values of authenticity and community engagement are legitimized.

Similarly, the confirmation of H2 underscores the mediating role of peers, who bridge digital exposure and behavioral adoption. This pattern is consistent with evidence from France and China, where peer validation has been shown to be decisive in ethical consumption choices [11]. The results of this study reinforce the idea that sustainability cannot be understood as an individual decision alone but rather as a social process shaped by group identity and collective validation.

The weak support for H3 challenges assumptions in signaling theory, suggesting that positive brand perceptions alone are insufficient to overcome structural barriers such as price and accessibility. This nuance highlights the importance of moving beyond reputational claims toward tangible consumer benefits, consistent with critical views in recent sustainability literature [24]. This disconnect reflects the complexity of consumer decision-making, where barriers such as price, aesthetics, and distrust in corporate claims (greenwashing) undermine the translation of positive attitudes into consistent purchasing behavior [13,24]. The case of Primark, which presented a significant negative correlation, illustrates how low credibility can directly reduce purchase intention.

The cross-analysis of age and gender further contextualizes these findings. The stronger alignment of the 22–25 age group with sustainable values suggests that critical maturity and greater purchasing autonomy favor sustainability adoption. Conversely, the weaker engagement of men highlights a key challenge: sustainability discourses are not equally persuasive across genders, as confirmed by previous research [23]. These generational and gendered dynamics demand differentiated communication strategies tailored to the specific motivations of each subgroup.

4.1. Theoretical Implications

This study contributes to the literature in three main ways. First, it integrates digital communication and social influence theories, demonstrating that online exposure alone is insufficient to drive behavior unless mediated by peer validation. Second, it provides empirical evidence of the persistent attitude–behavior gap, reinforcing the need to combine psychological, cultural, and structural explanations for sustainable fashion adoption. Third, by incorporating cross-gender and age analyses, the study advances the understanding of how sustainability discourses interact with identity formation processes within Generation Z.

4.2. Practical Implications

For brands, the findings highlight the importance of moving beyond abstract sustainability claims toward authentic, transparent, and peer-mediated communication. Instagram campaigns may effectively increase awareness, while TikTok content can normalize sustainable practices through immediacy and virality. YouTube, though less influential in day-to-day decisions, remains a valuable tool for deeper educational engagement.

For policymakers, the results suggest that promoting community-based initiatives and peer-led programs can enhance the adoption of sustainable practices among young people. Educational institutions should also be leveraged to foster early awareness and provide practical access to sustainable alternatives.

For industry practitioners, the gender gap underscores the need to design campaigns that resonate with male consumers by emphasizing innovation, durability, and performance rather than solely ethical values. Additionally, interventions targeting younger Gen Z (18–21) should focus on affordability and accessibility, while those targeting older Gen Z cohorts (26+) may benefit from hybrid strategies that combine digital and offline engagement.

The discussion confirms that while Generation Z is highly receptive to sustainability discourses, the translation of these attitudes into behavior depends on the interaction between digital exposure, peer validation, and contextual barriers. Addressing these dynamics requires both theoretical refinement and practical innovation to advance sustainability adoption in the fashion sector.

5. Conclusions

This study confirms that digital communication and peer influence are key factors in the transition toward more sustainable consumption habits among Generation Z. Through a quantitative approach, significant correlations were identified between exposure to sustainability-related content, social validation within peer networks, and the adoption of responsible fashion behaviors. The findings reinforce the mediating role of peers, suggesting that digital discourses gain real impact when validated by close social groups. Conversely, the weak association between perceived brand sustainability and purchase intention highlights the persistence of structural and perceptual barriers such as price, aesthetics, and distrust in corporate claims.

From a gender perspective, the results suggest that women tend to show greater alignment with sustainable values, while men remain less engaged. From an age perspective, respondents between 22 and 25 years exhibited the strongest identification with sustainable fashion, a finding consistent with higher critical maturity and purchasing autonomy in this group. These trends underscore the need for differentiated communication strategies tailored to the specific motivations of each subgroup.

6. Limitations

This research acknowledges several limitations. First, the use of a non-probabilistic convenience sample restricts the generalizability of the results, as participation depended on voluntary engagement within digital networks. This may bias the sample toward individuals with greater sustainability awareness and digital literacy, limiting representativeness. Consequently, findings should be interpreted with caution and validated in future studies with probabilistic designs. Second, although the correlations provide valuable insights, the absence of a full mediation model prevents stronger causal inferences. Nevertheless, the exploratory nature of the study validates the chosen sample size (n = 202), which exceeds the minimum threshold recommended for correlation analyses and provides a meaningful basis for hypothesis testing.

Future Research. Building on these limitations, future studies should expand the sample size and apply probabilistic sampling methods to improve representativeness. Larger and more diverse samples would allow for cross-national comparisons and more nuanced subgroup analyses. In addition, future research should incorporate longitudinal designs or experimental approaches to better capture causal mechanisms. Integrating qualitative techniques, such as interviews or ethnographic observation, may also enrich the understanding of motivations, barriers, and subjective meanings associated with sustainable fashion.

This study provides empirical evidence on how digital communication and peer influence shape the adoption of sustainable consumption practices among Generation Z. By situating these findings within the broader challenge of the attitude–behavior gap, the research contributes to theoretical debates on social influence and sustainability while offering practical recommendations for brands, policymakers, and educators. As an exploratory investigation, it lays the groundwork for more comprehensive future research with larger samples and more diverse methodologies.