Exploring the influence of Instagram-based sustainability communication strategies on the consumer perceptions and purchasing behaviour of Gen Z in the UK fashion market

The study investigates how UK fashion brands use sustainability communication on Instagram to reach Gen Z consumers. The study assesses the impact of these strategies on consumer perceptions, engagement and purchasing behaviour in relation to sustainable fashion. The study was conducted using a mixed-methods approach, including a literature review, case studies of Stella McCartney and Alexander McQueen, and a survey of 151 Gen Z participants. The research found that there is a clear connection between engagement on Instagram and the trust people have in sustainability claims made by fashion brands. It seems that the more people engage with fashion-related content on Instagram, the more they trust those brands. Stella McCartney’s consistent and open approach has been particularly effective in building trust and engagement, while Alexander McQueen has faced doubts. Interestingly, the study found no strong evidence to support the idea that influencer endorsements drive sustainable fashion purchases. Also, despite many people feeling that high prices are a barrier, the research suggests that they do not actually have a significant impact on what people buy. The findings emphasize how important it is for fashion brands to be open and communicate clearly to gain consumer trust and involvement. Suggestions for fashion brands include improving transparency, using visual storytelling to educate, fostering genuine influencer partnerships and using interactive engagement tactics.