---
source_url: "https://doi.org/10.1186/s43093-025-00529-3?utm_source=openai"
title: "Leveraging social media for sustainable fashion: how brand and user-generated content influence Gen Z’s purchase intentions | Future Business Journal | Springer Nature Link"
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> **Original source:** https://doi.org/10.1186/s43093-025-00529-3?utm_source=openai

## Introduction

The rise of sustainable fashion reflects a growing shift toward addressing environmental and ethical concerns. This movement has been fueled by increasing consumer awareness, particularly among Generation Z (Gen Z), who are actively making more conscious purchasing decisions \[[45](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR45 "Yang J, Mamun AA, Reza MNH, Yang M, Aziz NA (2024) Predicting the significance of consumer environmental values, beliefs, and norms for sustainable fashion behaviors: the case of second-hand clothing. Asia Pacific Manag Rev 29(2):179–194. 
https://doi.org/10.1016/j.apmrv.2024.01.001
")\]. Born between 1997 and 2012, Gen Z represents a socially conscious demographic that engages extensively with platforms like TikTok and Instagram \[[11](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR11 "Elesi CE, Dike HW, Joe SC (2024) Social media advertising and gen z consumer choices in port Harcourt: an analysis. BW Acad J")\]. These platforms, initially designed for entertainment and social interaction, have evolved into powerful marketing tools, shaping consumer preferences and behaviors \[[36](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR36 "Shukri NASA, Mustaffa N (2023) Exploring the influences of social networking service (SNS) on consumer purchase behaviour. Al-i’lam-J Contemp Islamic Commun Media. 
https://doi.org/10.33102/jcicom.vol3no1.88
")\].

Within this digital ecosystem, Brand-Generated Content (BGC) and User-Generated Content (UGC) serve as key influencers of consumer behavior. BGC, such as advertisements and promotional posts, conveys a brand’s identity and values through visually engaging and emotionally resonant messaging \[[35](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR35 "Sharief O, Elsharnouby TH (2024) What makes customers more engaged on social media? An investigation of customers’ responses to brand-generated content on twitter. J Promot Manag 30(1):49–76")\]. In contrast, UGC—comprising reviews, recommendations, and personal experiences shared by users—offers authenticity and relatability, aligning with Gen Z’s demand for transparency and trustworthiness \[[34](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR34 "Savale TK, Rahul S, Medhekar AA, Deshmukh A (2024) User generated content and its influence on relationship marketing among Generation Z. J Info Educ Res. 
https://doi.org/10.52783/jier.v4i1.633
")\].

Social media engagement (SME) acts as a critical link, amplifying the reach and impact of both BGC and UGC. Likes, comments, shares, and discussions do more than reflect consumer interest—they enhance visibility and influence purchasing decisions \[[4](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR4 "Blangger F (2023) User generated content in the communication strategy of marketing departments: opportunities and risks from a business perspective")\]. Despite its growing importance, research on how these three elements—BGC, UGC, and SME—interact to shape Gen Z’s purchase intentions remains limited \[[30](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR30 "Prits E (2023) From intentions to actions: nudging Generation Z towards sustainable fashion choices through service design")\].

This study addresses this gap by examining how BGC and UGC on TikTok and Instagram influence Gen Z’s purchasing decisions for sustainable fashion. Additionally, it explores how SME mediates these effects. The findings provide practical insights for brands seeking to develop compelling campaigns that resonate with Gen Z, while also contributing to academic discourse on sustainable marketing strategies. As social media continues to evolve, understanding these dynamics is crucial for brands aiming to maintain a competitive edge in the digital landscape.

## Literature review

### Elaboration likelihood model (ELM)

ELM provides a comprehensive framework for understanding how individuals process information and form attitudes, distinguishing between two routes of persuasion: the central and peripheral routes \[[29](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR29 "Petty RE, Cacioppo JT (1986) The elaboration likelihood model of persuasion. Adv Exp Soc Psychol 19:123–205. 
https://doi.org/10.1016/S0065-2601(08)60214-2
")\]. The central route involves critical evaluation of information, leading to stronger, long-lasting attitudes. In contrast, the peripheral route relies on superficial cues, such as source credibility and emotional appeal, resulting in attitudes that are more susceptible to change \[[10](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR10 "El Hedhli K, Zourrig H (2022) Dual routes or a one-way to persuasion? The elaboration likelihood model versus the unimodel. J Mark Commun 29(5):433–454. 
https://doi.org/10.1080/13527266.2022.2034033
")\].

In digital marketing, BGC primarily engages the peripheral route by using visually striking and emotionally appealing content, such as advertisements and promotional posts, to capture consumer attention quickly \[[28](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR28 "Perera CH, Nayak R, Nguyen LTV (2022) The impact of social media marketing and brand credibility on higher education institutes’ brand equity in emerging countries. J Mark Commun. 
https://doi.org/10.1080/13527266.2022.2086284
")\]. Meanwhile, UGC often follows the central route, as user-generated reviews and testimonials encourage deeper evaluation of product authenticity and quality, making them a persuasive tool for influencing purchase decisions \[[8](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR8 "Dedeoğlu BB, Bilgihan A, Ye BH, Wang Y, Okumus F (2021) The role of elaboration likelihood routes in relationships between user-generated content and willingness to pay more. Tourism Rev 76(3):614–638")\].

On platforms like TikTok and Instagram, where electronic word-of-mouth (eWOM) is widespread, engagement metrics (likes, shares, and comments) reinforce content credibility, shaping consumer perceptions, and purchase decisions \[[21](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR21 "Li H, See-To EW (2024) Source credibility plays the central route: an elaboration likelihood model exploration in social media environment with demographic profile analysis. J Electron Bus Dig Econ 3(1):36–60")\]. Content that garners significant engagement can enhance trust and signal authenticity, further strengthening its persuasive impact.

### Theory of planned behavior (TPB)

TPB provides another framework for understanding purchase intentions, stating that behavioral intentions are influenced by attitudes, subjective norms, and perceived behavioral control \[[3](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR3 "Ajzen I (1991) The theory of planned behavior. Organ Behav Hum Decis Process 50(2):179–211")\].

UGC plays a crucial role in shaping attitudes, as authentic consumer experiences create positive perceptions of brands \[[44](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR44 "Wijaya CO, Wijaya S, Jaolis F (2025) The influence of social media content on attitude, destination image and intention of female Muslim travelers to visit halal destinations: comparison between UGC and FGC. J Islamic Mark 16(2):402–427")\]. Additionally, subjective norms influence consumer behavior—when Gen Z sees peers engaging with a product, they are more likely to follow trends, particularly on fast-moving platforms like TikTok and Instagram \[[39](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR39 "Tung NT, Bao NQ, Thao NTP, Anh NV (2023) The impact of group facebook user-generated content on consumer purchase intention—a case in tourism industry. GeoJ Tour Geosites 49(3):1176–1184")\]. This social reinforcement mechanism amplifies purchasing intentions, as consumers feel a stronger urge to conform to popular behaviors.

Perceived behavioral control, which reflects consumers’ confidence in making purchase decisions, is enhanced by UGC. Seeing peers effortlessly using or reviewing a product increases trust and reduces uncertainty \[[39](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR39 "Tung NT, Bao NQ, Thao NTP, Anh NV (2023) The impact of group facebook user-generated content on consumer purchase intention—a case in tourism industry. GeoJ Tour Geosites 49(3):1176–1184")\]. When consumers perceive sustainable fashion as accessible and easy to adopt, they are more inclined to engage in eco-conscious purchasing behaviors.

The integration of ELM and TPB reveals that highly engaged consumers process sustainability-related content more deeply, leading to stronger purchase intentions \[[22](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR22 "Linckens S, Horn C, Perret JK (2024) Greenwashing in the fashion industry-the flipside of the sustainability trend from the perspective of Generation Z. BoD–Books on Demand")\]. This underscores the importance of tailored marketing strategies that cater to different levels of consumer involvement, ensuring that both informational content and socially-driven messages resonate with diverse audiences.

### Brand-generated content (BGC)

BGC is highly effective in engaging Gen Z consumers, who prefer visually rich and emotionally compelling content. Collaborations with influencers further enhance brand credibility, as influencers provide authentic connections that align with Gen Z’s values \[[9](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR9 "Djafarova E, Bowes T (2021) ‘Instagram made me buy it’: Generation Z impulse purchases in fashion industry. J Retail Consum Serv 59:102345. 
https://doi.org/10.1016/j.jretconser.2020.102345
")\].

Blending UGC with BGC strategies enhances brand authenticity—featuring real consumer experiences alongside branded messaging builds trust \[[18](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR18 "Karpenka L, Rudienė E, Morkunas M, Volkov A (2021) The influence of a brand’s visual content on consumer trust in social media community groups. J Theor Appl Electron Commer Res 16(6):2424–2441")\]. Brands that incorporate user testimonials and organic interactions into their promotional efforts are more likely to foster lasting relationships with their audience.

High-quality visuals and storytelling remain essential in driving engagement and purchase intentions, particularly when aligned with sustainability values \[[17](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR17 "Javed N, Khalil SH, Ishaque A, Sultan F (2024) From green lovemarks to brand loyalty: examining the underlining role of customer engagement behaviour and altruism. J Knowl Econ 1-25")\]. BGC that emphasizes a brand’s commitment to eco-friendly practices can strengthen its appeal among ethically driven consumers.

### User-generated content (UGC)

UGC has become a cornerstone of modern digital marketing, offering a relatable and authentic perspective. Platforms like TikTok and Instagram empower users to create impactful content, such as reviews, unboxings, and testimonials, that influence purchase decisions \[[23](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR23 "Minh NH, Hai LS, Phi NA, Duyen LBT, Giang LTQ (2024) The impact of TikTok UGC videos on online purchase intention: mediating role of cognitive states. Pacific Asia J Assoc Inf Syst 16(1):7"), [42](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR42 "Wandhe DP (2024) The new generation: understanding millennials and Gen Z. SSRN Electron J. 
https://doi.org/10.2139/ssrn.4716585
")\].

By fostering long-term brand loyalty, UGC helps brands strengthen emotional connections with consumers. It also plays a key role in sustainability marketing, as Gen Z is increasingly motivated by peer-driven narratives of ethical consumption \[[27](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR27 "Panopoulos A, Poulis A, Theodoridis P, Kalampakas A (2022) Influencing green purchase intention through eco labels and user-generated content. Sustainability 15(1):764")\]. Consumers who actively participate in content creation contribute to a sense of community, reinforcing sustainable purchasing behaviors.

### Social media engagement (SME)

SME is crucial in shaping consumer behavior, particularly in brand interactions and purchase intentions. Actions such as liking, sharing, commenting, and tagging serve as social proof, reinforcing brand credibility and encouraging others to engage \[[43](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR43 "Wies S, Bleier A, Edeling A (2023) Finding goldilocks influencers: how follower count drives social media engagement. J Mark 87(3):383–405")\]. High levels of engagement signal popularity and trustworthiness, further motivating prospective buyers.

Influencers significantly impact SME, as their followers often view them as trustworthy sources of information. Leveraging influencer partnerships allows brands to amplify their reach and enhance messaging authenticity. Influencers help humanize brands, making them more relatable to consumers and fostering deeper connections that drive conversion and brand loyalty \[[1](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR1 "Abell A, Biswas D (2023) Digital engagement on social media: how food image content influences social media and influencer marketing outcomes. J Interact Mark 58(1):1–15")\]. Strategic influencer collaborations that highlight sustainability initiatives can particularly enhance consumer trust and drive positive brand associations.

### Gaps in the literature and research opportunities

Despite a growing focus on sustainability within the fashion industry, there is still much to learn about how brands can effectively engage consumers through BGC on social media platforms like Instagram and TikTok. While sustainability has become a key topic in consumer conversations, studies have largely overlooked how brands leverage their online presence not only to build awareness but also to drive active participation in sustainability initiatives \[[26](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR26 "Palakshappa N, Dodds S, Stangl LM (2024) Understanding sustainable service ecosystems: a meso-level
perspective. J Serv Mark 38(3):288–300")\]. Additionally, limited research explores the effectiveness of different BGC strategies in fostering long-term consumer commitment to sustainable fashion.

Similarly, the potential of UGC remains underexplored. Many brands incorporate UGC into their marketing strategies, yet few studies provide direct comparisons between UGC and other communication forms in promoting sustainable consumption \[[41](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR41 "Vladimirova K, Henninger CE, Alosaimi SI, Brydges T, Choopani H, Hanlon M, Zhou S (2024) Exploring the influence of social media on sustainable fashion consumption: a systematic literature review and future research agenda. J Glob Fash Market 15(2):181–202")\]. While UGC is widely recognized for its authenticity and relatability, further investigation is needed to determine how brands can optimize its effectiveness, particularly in combination with BGC, to create cohesive and compelling marketing campaigns.

Understanding the role of SME is equally critical in this context. Research indicates that engaging, differentiation-focused content can enhance consumer willingness to purchase, particularly on visually driven platforms such as Instagram and TikTok, where creative and interactive marketing strategies resonate strongly with users \[[19](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR19 "Khan S, Rehman S, Kashif U (2024) “We do it but they don’t” unveiling the impact of differentiation-oriented content on purchase intentions through mediation of SM engagement and moderation of social media skills. South Asian J Mark 5(1):47–60")\]. Despite this, there is a lack of research on the specific engagement metrics that contribute most to driving sustainable purchase behavior, highlighting a need for deeper analysis of SME’s role as a mediator.

Although Gen Z is more mindful of sustainability than previous generations, their perceptions and behaviors vary widely. This variation influences their preferences for brands that demonstrate authentic social responsibility, making it crucial for brands to understand how Gen Z interprets and interacts with sustainability messaging. More research is needed to explore how these attitudes shape purchasing decisions and engagement with sustainability-focused brands (Van den \[[40](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR40 "Van den Bergh J, De Pelsmacker P, Worsley B (2024) Beyond labels: segmenting the Gen Z market for more effective marketing. Young Consum 25(2):188–210")\]). Furthermore, cross-cultural comparisons could provide valuable insights into how Gen Z’s sustainable fashion preferences differ across regions.

Future research should examine how platforms like Instagram and TikTok influence consumer behavior in sustainable fashion, with particular focus on the interplay between BGC, UGC, and SME. While previous research suggests that social media can encourage green purchasing behaviors, additional empirical studies are required to determine how these content forms affect purchase intentions, particularly among Gen Z consumers \[[37](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR37 "Singh N (2024) Consumer’s Choice Behavior Towards Sustainable Fashion Based on Social Media Influence: In: Tarnanidis TK, Papachristou E, Karypidis M, Ismyrlis V (eds) Driving Green Marketing in Fashion and Retail: IGI Global, pp 1–25. 
https://doi.org/10.4018/979-8-3693-3049-4.ch001
")\]. Moreover, exploring the long-term impact of SME on sustainable fashion adoption could provide actionable insights for brands and policymakers (Fig. [1](https://link.springer.com/article/10.1186/s43093-025-00529-3#Fig1)).

**Fig. 1**

Conceptual framework (developed by the authors)

This study aims to explore the interplay between BGC and UGC on social media platforms, particularly TikTok and Instagram, in influencing Gen Z’s purchase intentions. By leveraging theoretical frameworks such as the ELM and TPB, the research seeks to understand the mechanisms through which these content types shape consumer attitudes, social norms, and perceived behavioral control. Additionally, the study investigates the mediating role of SME, including likes, comments, shares, and interactions with influencers, in amplifying the impact of BGC and UGC. Based on the existing literature and theoretical frameworks, the following hypotheses are proposed:

### H1

Brand-Generated Content (BGC) has a positive and significant influence on Gen Z’s purchase intention.

### H2

User-Generated Content (UGC) has a positive and significant influence on Gen Z’s purchase intention.

### H3

Brand-Generated Content (BGC) positively influences Social Media Engagement (SME).

### H4

User-Generated Content (UGC) positively influences Social Media Engagement (SME).

### H5

Social Media Engagement (SME) positively influences Gen Z’s purchase intention.

### H6

Social Media Engagement (SME) mediates the relationship between Brand-Generated Content (BGC) and Gen Z’s purchase intention.

### H7

Social Media Engagement (SME) mediates the relationship between User-Generated Content (UGC) and Gen Z’s purchase intention.

## Methodology

### Research approach

A quantitative research approach formed the foundation of this study, emphasizing structured and replicable methods. The primary tool for data collection was a detailed survey designed to measure the impact of BGC and UGC on purchase intentions. Partial Least Squares Structural Equation Modeling (PLS-SEM) was performed using SmartPLS software, selected for its robustness in handling complex models with multiple mediators and predictors. This method was particularly suitable for exploring nuanced relationships and assessing indirect effects.

### Participant selection

The study targeted 643 Gen Z consumers aged 16–28 who actively engage with TikTok and Instagram and demonstrate an interest in sustainable fashion. Stratified random sampling was employed to ensure diversity in age, gender, and education levels. A power analysis confirmed that a sample size of 400 respondents would provide adequate statistical power for reliable and generalizable findings. Recruitment was conducted via targeted social media advertisements and personalized email invitations, tailored to resonate with Gen Z’s digital habits and encourage participation.

### Data collection

Data were collected using an online survey via Google Forms. The survey included demographic questions and detailed measures of BGC, UGC, SME, and purchase intentions. To ensure academic rigor, this study utilized established and validated scales, with all items measured on a five-point Likert scale to enhance consistency and comparability. The measurement scales included BGC adapted from Yoo et al. \[[46](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR46 "Yoo B, Donthu N, Lee S (2000) An examination of selected marketing mix elements and brand equity. J Acad Mark Sci 28(2):195–211. 
https://doi.org/10.1177/0092070300282002
")\], UGC from Cheung and Thadani \[[6](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR6 "Cheung CMK, Thadani DR (2012) The impact of electronic word-of-mouth communication: a literature analysis and integrative model. Decis Supp Syst 54(1):461–470. 
https://doi.org/10.1016/j.dss.2012.06.008
")\], SME from Hollebeek et al. \[[15](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR15 "Hollebeek LD, Glynn MS, Brodie RJ (2014) Consumer brand engagement in social media: conceptualization, scale development, and validation. J Interact Mark 28(2):149–165. 
https://doi.org/10.1016/j.intmar.2013.12.002
")\], and purchase intentions from Spears and Singh \[[38](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR38 "Spears N, Singh SN (2004) Measuring attitude toward the brand and purchase intentions. J Current Issues Res Adv. 
https://doi.org/10.1080/10641734.2004.10505164
")\].

### Data analysis

Data analysis was conducted using SmartPLS, employing PLS-SEM techniques to examine the relationships among BGC, UGC, SME, and purchase intentions. This method enabled the testing of complex hypotheses while accommodating non-normal data distributions. Reliability and validity were assessed using Cronbach’s alpha, composite reliability, and average variance extracted (AVE). Bootstrapping with 5,000 resamples was conducted to provide robust estimates of path coefficient significance and indirect effects, ensuring the statistical credibility of the findings.

### Ethical considerations

Ethical integrity was a cornerstone of this research. Participants were fully briefed on the study’s objectives, procedures, and their rights through an informed consent process. Confidentiality was maintained by anonymizing responses and securely storing data. Participants were explicitly informed of their right to withdraw at any stage without consequences. Ethical approval was obtained from the Institutional Review Board (IRB) of Badr University in Cairo (BUC) before data collection, ensuring compliance with institutional and international ethical guidelines.

## Results

### Descriptive statistics

The study surveyed 643 participants, with the largest age group being 16–20 years (42.0%), followed by 21–24 years (29.6%) and 25–28 years (28.5%). The gender distribution was nearly balanced, with 51.2% male and 48.8% female respondents (Table [1](https://link.springer.com/article/10.1186/s43093-025-00529-3#Tab1)).

**Table 1 Frequency distribution of demographics and social media usage**

[Full size table](https://link.springer.com/article/10.1186/s43093-025-00529-3/tables/1)

Educationally, participants represented varied educational levels: 42.8% were high school graduates, 32.7% held a bachelor’s degree, and 24.6% were engaged in postgraduate studies, indicating a sample with a strong educational background.

The majority of respondents (93.5%) reported frequent social media use, accessing platforms several times daily. The most popular platforms were Instagram (77.1%) and TikTok (78.8%), followed by Snapchat (61%). Facebook (6.8%) and YouTube (28%) were the least used platforms in comparison.

Regarding sustainability attitudes, perspectives varied: a combined 40.3% of participants considered sustainability to be either very or extremely important in their purchasing decisions, while 14% considered it not important at all, reflecting diverse opinions on sustainability-related issues.

### Confirmatory factor analysis

The reliability and validity of the constructs were assessed using SmartPLS 3, confirming the strength of the measurement model. Cronbach’s alpha values for all constructs exceeded the 0.7 threshold, indicating strong internal consistency, in line with Cheung et al. \[[7](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR7 "Cheung GW, Cooper-Thomas HD, Lau RS, Wang LC (2024) Reporting reliability, convergent and discriminant validity with structural equation modeling: a review and best-practice recommendations. Asia Pacific J Manag 41(2):745–783")\]. Additionally, composite reliability (CR) values surpassed 0.7, further supporting the reliability of the model.

As shown in Table [2](https://link.springer.com/article/10.1186/s43093-025-00529-3#Tab2), the average variance extracted (AVE) for all constructs was greater than 0.5, demonstrating satisfactory convergent validity, as recommended by Nasution et al. \[[25](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR25 "Nasution MI, Fahmi M, Jufrizen M, Prayogi MA (2020) The quality of small and medium enterprises performance using the structural equation model-part least square (SEM-PLS). J Phys Conf Series 1477(5):052052. 
https://doi.org/10.1088/1742-6596/1477/5/052052
")\]. Furthermore, all outer loadings exceeded 0.6, confirming their statistical significance \[[7](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR7 "Cheung GW, Cooper-Thomas HD, Lau RS, Wang LC (2024) Reporting reliability, convergent and discriminant validity with structural equation modeling: a review and best-practice recommendations. Asia Pacific J Manag 41(2):745–783")\]. Each construct also had a Q2 value greater than 0, indicating high predictive relevance, as outlined by \[[31](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR31 "Purwanto A (2021) Examining the effects of social media engagement metrics on purchase intentions. J Mark Res 59(4):720–734. 
https://doi.org/10.1016/j.jmar.2021.06.003
"), [32](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR32 "Purwanto A, Sudargini Y (2021) Partial least squares structural squation modeling (PLS-SEM) analysis for social and management research: a literature review. J Ind Eng Manag Res 2(4):114–123")\].

**Table 2 Reliability and validity of constructs**

[Full size table](https://link.springer.com/article/10.1186/s43093-025-00529-3/tables/2)

The Heterotrait–Monotrait (HTMT) criterion was then applied to assess discriminant validity, ensuring that each construct was empirically distinct. A model satisfies discriminant validity if HTMT values remain below the 0.90 threshold. As presented in Table [3](https://link.springer.com/article/10.1186/s43093-025-00529-3#Tab3), all HTMT values ranged between 0.476 and 0.85, confirming that the constructs meet the necessary statistical standards \[[47](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR47 "Rasoolimanesh SM (2022) Discriminant validity assessment in PLS-SEM: a comprehensive composite-based approach. Data Anal Perspect J 3(2):1–8")\]. Therefore, discriminant validity is established, ensuring the appropriateness of the constructs for the model.

**Table 3 Heterotrait–Monotrait HTMT for discriminant validity**

[Full size table](https://link.springer.com/article/10.1186/s43093-025-00529-3/tables/3)

As shown in Table [4](https://link.springer.com/article/10.1186/s43093-025-00529-3#Tab4), all Inner VIF values are below the commonly accepted threshold of 3.3, indicating that multicollinearity is not a concern among the constructs. This confirms that the predictor variables do not exhibit high intercorrelations, ensuring that the structural model estimates remain stable and reliable.

**Table 4 Inner VIF values for constructs**

[Full size table](https://link.springer.com/article/10.1186/s43093-025-00529-3/tables/4)

Furthermore, Harman’s single-factor test was conducted to assess common method variance (CMV). The results indicate that the total variance explained by a single factor is 41.7%, which is below the 50% threshold. This suggests that CMV is not a significant issue in this study, confirming that the findings are not overly influenced by measurement biases \[[2](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR2 "Aguirre-Urreta MI, Hu J (2019) Detecting common method bias: performance of the Harman’s single-factor test. ACM SIGMIS Database: DATABASE Adv Inf Syst 50(2):45–70")\].

### Structural model and hypotheses testing

The structural model illustrates the relationships between latent variables, each represented by their corresponding observed indicators. All loadings exceeded 0.6, highlighting the robustness of the measurement model (Table [5](https://link.springer.com/article/10.1186/s43093-025-00529-3#Tab5)).

**Table 5 Hypothesis testing via bootstrapping**

[Full size table](https://link.springer.com/article/10.1186/s43093-025-00529-3/tables/5)

The hypothesis testing results confirm that all proposed relationships were statistically significant. Both BGC and UGC had a positive impact on Gen Z Purchase Intentions (BGC: _β_ = 0.238, _p_ < 0.001; UGC: _β_ = 0.180, _p_ < 0.001), with BGC showing a stronger direct effect.

Additionally, both BGC (_β_ = 0.556, _p_ < 0.001) and UGC (_β_ = 0.145, _p_ = 0.001) significantly influenced SME, though BGC had a substantially greater effect. SME, in turn, had a strong positive impact on Gen Z Purchase Intentions (_β_ = 0.532, _p_ < 0.001).

The mediating role of SME was confirmed for both content types, as BGC → SME → Purchase Intentions (_β_ = 0.296, _p_ < 0.001) and UGC → SME → Purchase Intentions (_β_ = 0.077, _p_ = 0.002) were both significant. Notably, the indirect effect of BGC through SME was much stronger than that of UGC (Fig. [2](https://link.springer.com/article/10.1186/s43093-025-00529-3#Fig2)).

**Fig. 2**

![Fig. 2](https://media.springernature.com/lw685/springer-static/image/art%3A10.1186%2Fs43093-025-00529-3/MediaObjects/43093_2025_529_Fig2_HTML.png)

[Full size image](https://link.springer.com/article/10.1186/s43093-025-00529-3/figures/2)

_Source_: Calculations based on the sample using SmartPLS 3 software

Structural equation model.

All p-values were below the 0.05 significance threshold, confirming statistical significance \[[13](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR13 "Guenther P, Guenther M, Ringle CM, Zaefarian G, Cartwright S (2023) Improving PLS-SEM use for business marketing research. Ind Mark Manage 111:127–142")\]. Furthermore, confidence intervals for all path coefficients did not include zero, reinforcing the robustness of the results.

Table [6](https://link.springer.com/article/10.1186/s43093-025-00529-3#Tab6) presents the key indicators of the model’s fit and predictive relevance. The R Square value of 0.639, with an adjusted R Square of 0.630, indicates that the independent variables explain 63.9% of the variance in Gen Z Purchase Intentions, which is considered substantial.

**Table 6 Model fit and predictive relevance**

[Full size table](https://link.springer.com/article/10.1186/s43093-025-00529-3/tables/6)

The Q2 value of 0.391 exceeds zero, confirming that the model has strong predictive relevance \[[31](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR31 "Purwanto A (2021) Examining the effects of social media engagement metrics on purchase intentions. J Mark Res 59(4):720–734. 
https://doi.org/10.1016/j.jmar.2021.06.003
"), [32](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR32 "Purwanto A, Sudargini Y (2021) Partial least squares structural squation modeling (PLS-SEM) analysis for social and management research: a literature review. J Ind Eng Manag Res 2(4):114–123")\]. Furthermore, the normed fit index (NFI) of 0.690 surpasses the 0.6 threshold \[[7](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR7 "Cheung GW, Cooper-Thomas HD, Lau RS, Wang LC (2024) Reporting reliability, convergent and discriminant validity with structural equation modeling: a review and best-practice recommendations. Asia Pacific J Manag 41(2):745–783")\], indicating that the model demonstrates a good fit compared to the null model.

Additionally, the standardized root mean square residual (SRMR) value of 0.084 falls below the 0.1 threshold, further confirming an excellent model fit with minimal residuals \[[7](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR7 "Cheung GW, Cooper-Thomas HD, Lau RS, Wang LC (2024) Reporting reliability, convergent and discriminant validity with structural equation modeling: a review and best-practice recommendations. Asia Pacific J Manag 41(2):745–783")\]. Taken together, these results suggest that the model is robust, exhibiting strong explanatory power, predictive relevance, and a well-fitting structure.

## Discussion

The findings of this study offer a detailed examination of how BGC, UGC, and SME interact to shape Gen Z’s purchase intentions in the sustainable fashion industry in Egypt.

The results demonstrate that BGC exerts a stronger direct effect on purchase intentions (_β_ = 0.238, _p_ < 0.001) and SME (_β_ = 0.556, _p_ < 0.001) compared to UGC, which, while significant, has a comparatively weaker influence (_β_ = 0.180, _p_ < 0.001 for purchase intentions and _β_ = 0.145, _p_ = 0.001 for SME). This highlights the importance of high quality, professionally crafted brand content in shaping Gen Z’s purchasing behavior.

The stronger impact of BGC aligns with prior research on the persuasive power of visually appealing and emotionally engaging brand communication. This supports ELM \[[29](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR29 "Petty RE, Cacioppo JT (1986) The elaboration likelihood model of persuasion. Adv Exp Soc Psychol 19:123–205. 
https://doi.org/10.1016/S0065-2601(08)60214-2
")\], indicating that BGC can activate both the central and peripheral routes of persuasion. In Egypt, where credibility and expertise are valued \[[14](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR14 "Hofstede G (2001) Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations. SAGE Publications")\], the preference for BGC challenges the common assumption that Gen Z universally favors UGC over brand-created content \[[24](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR24 "Muntinga DG, Moorman M, Smit EG (2011) Introducing COBRAs: exploring motivations for brand-related social media use. Int J Advert 30(1):13–46. 
https://doi.org/10.2501/IJA-30-1-013-046
")\].

Despite UGC’s weaker direct influence, it plays a critical role in enhancing authenticity, trust, and relatability. This finding is consistent with research highlighting the power of peer-driven narratives in influencing consumer attitudes \[[12](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR12 "Erkan I, Evans C (2016) The influence of eWOM in social media on consumers’ purchase intentions: an extended approach to information adoption. Comput Hum Behav 61:47–55. 
https://doi.org/10.1016/j.chb.2016.03.003
")\]. However, the reliance of UGC on SME for amplification (_β_ = 0.077, _p_ = 0.002) presents a practical challenge: UGC requires validation through likes, shares, and comments to significantly impact purchase behavior. This highlights the role of social proof in reinforcing consumer decision-making, as proposed by ELM.

SME emerges as a critical mediator, translating both BGC and UGC into concrete purchase intentions (_β_ = 0.532, _p_ < 0.001). This finding confirms that engagement metrics—such as likes, comments, and shares—are not just vanity indicators but key drivers of perceived credibility and brand visibility \[[16](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR16 "Ismagilova E, Slade EL, Rana NP, Dwivedi YK (2020) The effect of electronic word of mouth communications on intention to buy: a meta-analysis. Inf Syst Front 22:1203–1226")\]. Notably, the mediating effect of SME is stronger for BGC (_β_ = 0.296) than for UGC (_β_ = 0.077), emphasizing the importance of professionally produced content as the primary catalyst for consumer engagement.

Although the model demonstrates strong explanatory power (R2 = 0.639; Q2 = 0.391) and good model fit indicators (SRMR = 0.084; NFI = 0.690), several considerations warrant further reflection.

First, the cross-sectional nature of this study limits the ability to infer causality or track changes in consumer behavior over time. Future research should employ longitudinal designs to explore how Gen Z’s engagement with BGC, UGC, and SME evolves in response to market trends, policy changes, or shifts in economic conditions. Additionally, experimental studies could strengthen causal claims by isolating the direct and indirect effects of content types on purchase behavior.

Second, the reliance on self-reported survey data introduces the potential for social desirability bias, particularly in sustainability-related research. Respondents may overstate their environmental consciousness due to perceived social norms. Future studies should consider implicit measures, experimental designs, or anonymous data collection techniques to capture more accurate consumer attitudes.

Finally, there are practical implementation challenges. Producing high-quality BGC requires substantial financial and creative resources, which may disadvantage smaller brands and startups. Conversely, UGC, while organic, remains unpredictable and outside of brand control, potentially leading to inconsistent messaging or reputational risks. To address this, businesses should adopt hybrid content strategies, combining BGC-driven storytelling with structured UGC campaigns. Incentivizing user participation while maintaining message consistency could bridge the gap between brand credibility and consumer authenticity. Additionally, AI-powered sentiment analysis tools can help brands monitor UGC trends in real time, ensuring that consumer-generated content aligns with brand values and sustainability goals.

Overall, this study underscores the complementary roles of BGC and UGC in shaping Gen Z’s sustainable fashion purchasing behavior. While BGC enhances credibility and emotional engagement, UGC fosters long-term trust through peer validation. These findings provide strategic insights for brands aiming to navigate the evolving digital landscape. However, to fully optimize sustainable marketing strategies, future research must address social desirability bias, cross-sectional limitations, and real-world implementation challenges. Ensuring that digital engagement translates into sustained consumer behavior change remains a key area for future investigation.

## Implications

### Theoretical implications

This study contributes to a deeper understanding of ELM and TPB in the context of Gen Z’s purchase intentions in Egypt. By examining the roles of BGC, UGC, and SME, this research extends these theoretical frameworks within a digitally driven and culturally specific environment.

_Extending ELM:_ The findings confirm the dual routes of persuasion in the ELM. BGC primarily engages the central route, leveraging professionally crafted, visually appealing, and credible content to influence consumer decision-making. This suggests that high-quality brand messaging plays a crucial role in shaping consumer attitudes, especially in cultures where authoritative communication is highly valued. Conversely, UGC aligns with the peripheral route, where authenticity and relatability drive engagement. Peer-driven content fosters trust and emotional connection, albeit in a more subtle and indirect manner. These insights extend ELM by situating its application within a digital and cultural context. The results suggest that Egyptian Gen Z consumers value professional content for its credibility while still appreciating the authenticity of peer contributions. This challenges global assumptions that younger consumers universally prioritize authenticity over expertise, highlighting the role of cultural values in shaping content effectiveness \[[5](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR5 "Chan EY (2024) Consumer behavior in practice. Springer Book 1007:978–983")\].

_Refining TPB:_ This study also refines TPB by highlighting the role of SME as a bridge between content exposure and purchase intentions. SME not only reinforces attitudes shaped by BGC and UGC but also functions as a digital behavioral norm—creating a feedback loop where engagement metrics (likes, shares, and comments) serve as social proof, reinforcing purchase intent. The study’s findings align with Putra \[[33](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR33 "Putra AHPK, Ilyas GB, Samiha YT, Lestari SD (2021) Configure the symmetrical and asymmetrical paths of brand equity and relationship of firm created content and user generated content as antecedent. Jurnal Manajemen Bisnis 8(1):90–103")\], who noted that consumer behavior is influenced by impulsive decision-making and shifting brand preferences. The results further indicate that in highly competitive markets, where product and service quality are increasingly similar, social engagement serves as a key differentiator, influencing brand loyalty and purchase decisions.

_Cultural and Contextual Considerations:_ The application of ELM and TPB to Egyptian Gen Z highlights the need for culturally adaptive theoretical models. Unlike global trends suggesting a strong preference for UGC, Egyptian Gen Z exhibits a greater reliance on professionally crafted content. This reflects the collectivist orientation of Egyptian culture, where credibility and expertise are prioritized \[[20](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR20 "Khalil S, Ismail A, Ghalwash S (2021) The rise of sustainable consumerism: evidence from the Egyptian generation Z. Sustainability 13(24):13804")\]. Additionally, Egyptian Gen Z consumers demonstrate strong sustainability awareness but tend to favor messages from authoritative sources rather than purely peer-driven narratives. These insights suggest that global marketing theories must be adapted to regional consumer behaviors. By integrating cultural context into digital engagement models, this research broadens the application of ELM and TPB, emphasizing the interaction between localized norms and globalized digital marketing strategies.

### Practical implications

From a strategic perspective, companies should actively balance BGC and UGC to leverage their unique strengths in engaging Gen Z consumers. High-quality, professionally produced BGC ensures clarity and credibility, making it particularly effective in introducing and reinforcing a brand’s sustainability values. However, UGC plays a crucial complementary role by humanizing the brand through customer stories, product reviews, and creative challenges. This aligns with Gen Z’s preference for transparency and authenticity \[[34](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR34 "Savale TK, Rahul S, Medhekar AA, Deshmukh A (2024) User generated content and its influence on relationship marketing among Generation Z. J Info Educ Res. 
https://doi.org/10.52783/jier.v4i1.633
")\]. To maximize impact, businesses should establish clear content guidelines while also offering incentives for consumers to contribute meaningful UGC that aligns with their brand identity.

In addition, influencer partnerships remain a powerful tool, but brands should prioritize authenticity over reach. Rather than selecting influencers based solely on follower count, businesses should vet collaborators based on their genuine commitment to sustainability \[[1](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR1 "Abell A, Biswas D (2023) Digital engagement on social media: how food image content influences social media and influencer marketing outcomes. J Interact Mark 58(1):1–15")\]. This ensures that influencer endorsements align with the brand’s environmental and ethical messaging, reducing the risk of misrepresentation or greenwashing. Establishing transparent contracts and clear messaging guidelines can further mitigate these risks, enhancing trust among Gen Z consumers.

Finally, optimizing SME requires businesses to move beyond passive content consumption and foster interactive engagement. Strategies such as live Q&A sessions, behind-the-scenes content, user polls, and interactive challenges can deepen consumer-brand relationships and strengthen long-term loyalty. Additionally, businesses should closely monitor engagement trends to gain real-time insights into consumer sentiment, allowing for timely adjustments to content strategies. Platforms like TikTok and Instagram provide dynamic spaces where brands can continuously refine their messaging based on audience feedback. By remaining agile and responsive, companies can effectively navigate shifting consumer expectations and enhance the impact of their sustainability messaging.

#### Implications for policymakers

For policymakers, this study underscores the urgent need for regulatory frameworks that enhance transparency and accountability in sustainable marketing. One of the most critical steps is the implementation of standardized eco-labeling systems and verified certification schemes, which can help combat misleading environmental claims and greenwashing. Establishing uniform sustainability benchmarks ensures that both BGC and UGC maintain credibility, fostering consumer trust in digital marketing efforts \[[41](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR41 "Vladimirova K, Henninger CE, Alosaimi SI, Brydges T, Choopani H, Hanlon M, Zhou S (2024) Exploring the influence of social media on sustainable fashion consumption: a systematic literature review and future research agenda. J Glob Fash Market 15(2):181–202")\].

The regulation of influencer marketing is another area that warrants attention. Given the increasing role of influencers in shaping sustainable consumption patterns, policymakers should mandate clear disclosures regarding the ethical and environmental impact of promoted products \[[9](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR9 "Djafarova E, Bowes T (2021) ‘Instagram made me buy it’: Generation Z impulse purchases in fashion industry. J Retail Consum Serv 59:102345. 
https://doi.org/10.1016/j.jretconser.2020.102345
")\]. Even light-touch regulations, such as standardized sustainability hashtags or mandatory transparency statements, can significantly enhance content credibility and reduce the spread of exaggerated or misleading claims.

Beyond regulation, policymakers can play a proactive role in promoting sustainable engagement by collaborating with academic institutions, NGOs, and community groups. These partnerships can facilitate the development of awareness campaigns, virtual sustainability events, and digital recognition programs that highlight brands and influencers demonstrating genuine commitment to sustainability. Additionally, financial incentives such as tax reductions or government grants can support small and medium-sized enterprises (SMEs) in adopting sustainable marketing practices \[[25](https://link.springer.com/article/10.1186/s43093-025-00529-3#ref-CR25 "Nasution MI, Fahmi M, Jufrizen M, Prayogi MA (2020) The quality of small and medium enterprises performance using the structural equation model-part least square (SEM-PLS). J Phys Conf Series 1477(5):052052. 
https://doi.org/10.1088/1742-6596/1477/5/052052
")\]. By integrating regulatory measures, industry collaboration, and financial support, policymakers can create a more ethical and transparent digital marketing landscape, ultimately influencing long-term shifts in consumer behavior toward sustainability.

## Conclusion

This study examined how BGC, UGC, and SME influence Gen Z consumers’ purchase intentions in the sustainable fashion sector in Egypt. Grounded in ELM and TPB, the study surveyed 643 Gen Z participants to uncover key behavioral drivers. The findings reveal that BGC has the strongest direct influence on both engagement and purchase intention, highlighting the persuasive power of professionally crafted content. However, UGC plays an equally important role, particularly when amplified through SME. This reinforces the notion that peer-driven narratives gain traction when validated by social engagement metrics, demonstrating how Gen Z consumers balance credibility and authenticity in their sustainability-related decision-making within digital spaces.

While this study provides valuable insights, several limitations must be acknowledged. The reliance on self-reported survey data introduces the potential for social desirability bias, particularly in sustainability-related topics, where respondents may overstate their environmental commitments. Future studies should integrate behavioral tracking, experimental designs, or anonymized survey techniques to mitigate these biases and obtain more authentic responses. Additionally, the cross-sectional nature of this study restricts its ability to track evolving consumer behaviors over time. Longitudinal research or mixed-method approaches, such as in-depth interviews and ethnographic studies, would provide deeper insights into the emotional and contextual drivers shaping Gen Z’s sustainable consumption patterns.

Despite these constraints, this study offers practical recommendations for both marketers and policymakers. The findings highlight that brands must do more than create compelling content—they must actively foster engagement to amplify messaging effectiveness. A hybrid content strategy that blends BGC for credibility and UGC for authenticity can drive both engagement and purchase intentions. However, brands must also navigate practical challenges, such as maintaining content quality while ensuring that UGC remains brand-aligned yet organic.

For policymakers, these findings underscore the need for clearer regulations on influencer marketing and sustainability claims. Implementing standardized eco-labeling, influencer disclosure guidelines, and social media transparency policies can enhance consumer trust and reduce misleading marketing practices.

Ultimately, this study advances knowledge in digital engagement, generational behavior, and ethical consumption—three critical areas shaping the future of sustainable marketing.

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