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Understanding the role of TikTok´s user-generated content on gen Z women: purchasing intentions in the sustainable fashion industry
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Resumo(s)
Nowadays, social media, particularly platforms like TikTok with its massive Generation
Z user base, has become a breeding ground for influencer marketing. As the sustainable
fashion movement gains traction, replacing environmentally damaging fast-fashion habits,
understanding consumer behavior in this space becomes crucial. Therefore, the general goal
of this dissertation is to understand how Gen Z women's engagement with user-generated
fashion content on TikTok affects their purchasing decisions within the sustainable fashion
sector. To achieve this aim, a qualitative approach was adopted, involving 14 semi-structured
interviews, making use of a diverse sample of Generation Z women. Data analysis was
conducted utilizing Braun & Clarke’s Content Analysis technique. Results reveal that
Generation Z places greater trust in authentic user-generated content over sponsored content
associated with brands. Furthermore, Generation Z demonstrates a growing awareness of
sustainable practices. Finally, the purchasing intention is not necessarily influenced by usergenerated
content, as there remains a consistent absence of sustainable fashion content on
TikTok.
Descrição
Palavras-chave
Generation Z Influencer marketing Sustainable fashion TikTok Usergenerated content