Do social media influencers (KOCs/KOLs) advocating for sustainable fashion reduce impulsive fashion shopping among Gen Z consumers?

Abstract

As influencers, KOLs, and KOCs continue to gain traction, there’s growing curiosity about how they shape consumer behavior—particularly Gen Z’s mix of impulse fashion buys and interest in sustainability. This study dives into how influencers advocating for sustainable fashion impact the way Gen Z shops on a whim. This study focuses on exploring how influencers promoting sustainable fashion activities influence Gen Z's impulsive fashion. In addition, we analyze the mediating role of social value, emotional value, and cognitive value in the relationship between influencers' support for sustainable fashion and Generation Z consumers' impulse purchases. This study explores how trust in saving money, the ability to spot the best deals through influencers, and access to information on green skills shape consumers’ understanding of sustainable options. The findings reveal that influencers focused on sustainability can encourage more thoughtful shopping and help reduce impulse buying. At the same time, the insights are valuable for brands that want to foster more responsible consumer habits.