Mobile Marketing, Trend Acceleration, Fashion Hauls and Influencer Marketing: Generation Z Consumers’ Sustainability Concerns and Desire to Stay on Trend

A Gurumoorthi; Shahanas K K

Mobile Marketing, Trend Acceleration, Fashion Hauls and Influencer Marketing: Generation Z Consumers’ Sustainability Concerns and Desire to Stay on Trend

Author(s)	Dr. A Gurumoorthi, Ms. Shahanas K K
Country	India
Abstract	The study examined the relationships of mobile marketing exposure, perceived trend acceleration, fashion-haul engagement, influencer marketing influence, sustainability concerns, and desire to stay on trend among Generation Z consumers in Kerala. The study adopted a descriptive and analytical survey design and used primary data collected from 300 Generation Z consumers aged 18–29 years. Respondents were selected through stratified random sampling. Data were collected from April to June 2026 using a structured questionnaire comprising Likert-type scales measuring mobile marketing exposure, perceived trend acceleration, fashion-haul engagement, influencer marketing influence, sustainability concerns, and desire to stay on trend. The collected data were coded, tabulated, and analysed using EDUSTAT. Descriptive statistics and Pearson product-moment correlation were used for analysis. The findings revealed significant positive relationships between mobile marketing exposure, perceived trend acceleration, and influencer marketing influence with desire to stay on trend, as well as between fashion-haul engagement and sustainability concerns. Sustainability concerns had a significant negative relationship with desire to stay on trend. The study concluded that mobile marketing exposure, perceived trend acceleration, and influencer marketing influence were positively associated with trend-oriented fashion behaviour, whereas sustainability concerns were negatively associated with the desire to stay on trend. The findings underline the importance of integrating responsible consumption and sustainability messages into digital fashion marketing communication.
Keywords	Mobile marketing; Influencer marketing; Sustainable fashion
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-08-17

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Mobile Marketing, Trend Acceleration, Fashion Hauls and Influencer Marketing: Generation Z Consumers’ Sustainability Concerns and Desire to Stay on Trend

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