Influence of Social Media on Sustainable Clothing Purchase Intention among Generation Z

Sunny Negi; Geeta Devi; Tanu Kalsi

doi:10.36948/ijfmr.2026.v08i05.88398

Influence of Social Media on Sustainable Clothing Purchase Intention among Generation Z

Author(s)	Mr. Sunny Negi, Dr. Geeta Devi, Dr. Tanu Kalsi
Country	India
Abstract	This study investigates the impact of social media on Gen Z's propensity to buy sustainable apparel. The purpose of the study is to determine if social media impact and customers' intentions to purchase sustainable clothing are significantly correlated. 150 members of Generation Z were asked to answer a standardized questionnaire on a 5-point Likert scale as part of the quantitative analytic approach employed in this study. Social media influence was the independent variable, while the dependent variable was the intention to buy sustainable clothing. The connection and prediction power between the variables were examined using Pearson correlation and basic linear regression. Social media influence and the intention to buy sustainable clothing were shown to be very positively and statistically significantly correlated (r = 0.740, p < 0.001). Additionally, the findings of the regression showed that Social Media Influence was a significant predictor of Sustainable Clothing Purchase Intention, explaining 54.7% of the variation in Sustainable Clothing Purchase Intention (R² = 0.547; F = 179.063, p < 0.001). The study's findings demonstrated that social media has a significant impact on Generation Z's intentions to purchase eco-friendly clothing. According to the report, social media is generally used as a communication and influence strategy to encourage Generation Z to buy sustainable apparel.
Keywords	Sustainable Clothing, Purchase Intention, Sustainable Fashion, Social Media Influence, Generation Z, Consumer Behaviour, Social Media Marketing
Field	Sociology
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-10-03
DOI	https://doi.org/10.36948/ijfmr.2026.v08i05.88398

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Influence of Social Media on Sustainable Clothing Purchase Intention among Generation Z

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