Exploring the influence of user-generated content on sustainable consumption in the fashion industry

Previous studies have extensively explored the impact of user-generated content (UGC) on consumer behaviours. However, despite the growing body of research in this area, there remains a notable gap in understanding how UGC influences sustainable consumption within the fashion industry. This study seeks to address this gap by examining the role of UGC in promoting sustainable consumption practices. Drawing on participants' lived experiences and grounded in social influence theory, 30 semi-structured interviews were conducted to explore this phenomenon. Through thematic analysis, the findings reveal that UGC significantly shapes purchase intentions by providing authentic, relatable content that fosters brand trust. Nevertheless, the study also highlights several critical areas for future research, particularly in examining the long-term effects of UGC on sustainable consumption behaviours.