Influence of Instagram on willingness to pay premium on sustainable clothing among Gen Z buyers in Mumbai

This research looks into the influence of Instagram on willingness of Gen Z customers in Mumbai to pay a premium for sustainable fashion. A survey comprising a representative sample of Gen Z participants was used to collect thorough data on the relationship between Instagram usage, perceptions of sustainability in the fashion domain, and desire to invest in eco-conscious apparel options. Our findings reveal strong links between exposure to Instagram content, the development of pro-sustainability attitudes, and subsequent purchasing behaviors among Gen Z cohorts, highlighting the critical role of Instagram regarding consumer behavior in fashion industry. Additionally, this study investigates the underlying mechanisms by which Instagram promotes the perception of sustainable fashion among Gen Z customers in Mumbai, shedding sheds light on the mediators and moderators that may influence these interactions. Furthermore, the findings of the study have consequences for marketing practitioners, showing the effectiveness of using Instagram as a strategic tool for promoting sustainable clothes and justifying premium pricing methods that align with the ideals of Gen Z customers. Finally, this study adds new insights to the existing literature reviews on social media’s impact on consumer behavior, particularly on sustainable fashion in Mumbai, enriching our understanding of current consumer dynamics and providing actionable recommendations for industry stakeholders