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This publication is the result of the I+D+i project PID2022-140183OB-I00, financed by MCIN/AEI/10.13039/501100011033/ and by "FEDER Una manera de hacer Europa". Additional support has been given by The Chair of Entrepreneurship and Family Business UAO CEU (Project B02.0402-01).

Analysis of institutional authors

Pretel-Jimenez, MarileCorresponding Author

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October 7, 2025
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From Fast Fashion to Shared Sustainability: The Role of Digital Communication and Policy in Generation Z's Consumption Habits

Publicated to:Sustainability. 17 (18): 8382-8382 - 2025-09-18 17(18), DOI: 10.3390/su17188382

Authors: Del Olmo Arriaga, Jose Luis; Pretel-Jimenez, Marile; Ruiz-Vinals, Carmen

Affiliations

Univ Abat Oliba CEU, Business Management Dept, Barcelona 08022, Spain - Author
Univ San Pablo CEU, Dept Audiovisual Commun & Advertising, Madrid 28003, Spain - Author

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 alpha >= 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.

Keywords

Arquitetura e urbanismoArquitetura, urbanismo e designBiodiversidadeBiotecnologíaBuilding and constructionCiências agrárias iCiencias socialesComputer networks and communicationsComputer science (miscellaneous)EducationEnergy engineering and power technologyEnfermagemEngenharias iEngenharias iiEngenharias iiiEnsinoEnvironmental science (miscellaneous)Environmental sciencesEnvironmental studiesGeociênciasGeografíaGeography, planning and developmentGreen & sustainable science & technologyHardware and architectureHistoriaInterdisciplinarManagement, monitoring, policy and lawMedicina iRenewable energy, sustainability and the environmentZootecnia / recursos pesqueiros

Quality index

Bibliometric impact. Analysis of the contribution and dissemination channel

The work has been published in the journal Sustainability due to its progression and the good impact it has achieved in recent years, according to the agency Scopus (SJR), it has become a reference in its field. In the year of publication of the work, 2025, it was in position , thus managing to position itself as a Q1 (Primer Cuartil), in the category .

Impact and social visibility

From the perspective of influence or social adoption, and based on metrics associated with mentions and interactions provided by agencies specializing in calculating the so-called "Alternative or Social Metrics," we can highlight as of 2025-11-01:

  • The use of this contribution in bookmarks, code forks, additions to favorite lists for recurrent reading, as well as general views, indicates that someone is using the publication as a basis for their current work. This may be a notable indicator of future more formal and academic citations. This claim is supported by the result of the "Capture" indicator, which yields a total of: 6 (PlumX).

With a more dissemination-oriented intent and targeting more general audiences, we can observe other more global scores such as:

    It is essential to present evidence supporting full alignment with institutional principles and guidelines on Open Science and the Conservation and Dissemination of Intellectual Heritage. A clear example of this is:

    • The work has been submitted to a journal whose editorial policy allows open Open Access publication.

    Leadership analysis of institutional authors

    the author responsible for correspondence tasks has been PRETEL JIMENEZ, MARILE.