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

Ghurab, Samar and Ng, Raye ORCID: https://orcid.org/0000-0002-2942-0434 (2025) Exploring the influence of user-generated content on sustainable consumption in the fashion industry. Interdisciplinary Journal of Economics and Business Law, 14 . pp. 53-73.

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Abstract

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.

Item Type:	Article
Journal / Publication Title:	Interdisciplinary Journal of Economics and Business Law
Publisher:	CJEAS
ISSN:	2047-8755
Departments:	Institute of Business, Industry and Leadership > Business
Additional Information:	Samar Ghurab, PhD student in digital marketing, University of Cumbria, UK. Dr Raye Ng, PhD, Associate Professor of International Business, University of Cumbria, UK. This article was published as a Special Issue of Volume 14 IJEBL. Article made openly accessible with kind permission from IJEBL/CJEAS Ltd.
Depositing User:	Anna Lupton
Date Deposited:	09 Sep 2025 13:04
Last Modified:	10 Nov 2025 11:15
URI:	https://insight.cumbria.ac.uk/id/eprint/9027

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