The Impact of sustainable practice by fashion brands in Lagos, Nigeria on the buying behaviour of Gen Z consumer

Abstract

The growing spotlight on sustainability has influenced fashion firms to adopt the use of environmentally and socially responsible approaches. However, the actual influence of these practices on consumer behaviour especially among Generation Z in emerging nations, which remains underexplored. This study aimed to evaluate how perceived brand authenticity, price sensitivity and brand loyalty may influence the purchasing behaviour of sustainable fashion among Gen Z consumers in Lagos, Nigeria. The methodological approach used was a quantitative through the use of online questionnaire which was distributed to 115 digitally active Gen Z respondents. Data was retrieved on sections which included the demographics, purchase frequency, awareness of sustainable fashion, perceived authenticity, price sensitivity, brand loyalty, and sustainable shopping intentions. The data analysis was done through the presentation of insights through charts and tables, Pearson correlation, and multiple regression. The outcome of the study revealed that perceived brand authenticity and brand loyalty positively influenced sustainable fashion adoption, but the price sensitivity negatively affected purchasing behaviour. The regression model further explained that 50% of the variance in sustainable buying behaviour, which shows that trust, and emotional attachment collectively determined consumer decisions. The findings imply that transparent brand policies, reasonable pricing, and loyalty-building methods are crucial for promoting sustainable fashion among Gen Z in Lagos. Further research was encouraged to evaluate longitudinal changes and to expand the study to other Nigerian cities.