The impact of social media influencers on Gen Z consumer’s purchase intention toward sustainable fashion brands in Malaysia

Lee, Joe Yee and Chee, Shi Yong (2026) The impact of social media influencers on Gen Z consumer’s purchase intention toward sustainable fashion brands in Malaysia. Final Year Project, UTAR.

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Abstract

This study examines the impact of social media influencers on Gen Z consumers’ purchase intention toward sustainable fashion brands in Malaysia. The study applies the Source Credibility Theory, which includes attractiveness, trustworthiness, and expertise as the key dimensions. The data were collected with a Google Form through a questionnaire from 124 respondents. The data were analyzed using SmartPLS software with version 4.1.1.4. The findings showed that attractiveness, trustworthiness, and expertise have significant positive relationships with consumers’ attitudes toward sustainable fashion. Furthermore, attitude was found to have a strong positive relationship with purchase intention. This research study provides deep insights into how social media influencer credibility can effectively encourage sustainable fashion consumption among Gen Z consumers in Malaysia.

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