Co-creating Sustainable Buying Behavior Among Generation Z Consumers: The Role of Earned Media

In an era characterized by uncertainty, complexity, and instability, businesses and societies face major environmental problems and the need to adopt sustainable attitudes, practices, and behaviors is evident. Thus, there is a pressing need for businesses and people to care about sustainability. Businesses that embrace sustainability and set up sustainable business practices will reap its many benefits, one of which is that it enhances the well-being of individuals and communities. But one of the biggest challenges that corporations face is how to engage consumers and more importantly younger generations. There is evidence that suggests that Gen Z consumers emphasize sustainability over brand names and perceive themselves to be eco-conscious to the point of changing their buying habits to favor environmentally friendly brands. Together with the evolution of digital and social media (earned media) arises a great concern of new generations about environmental sustainability issues, which tends to drift academics and professionals more and more. This research focuses on the fashion sector and explores how marketing experts can -by using earned media- strengthen the hedonic and eudemonic well-being state of Generation Z and shift their purchasing behavior to more sustainable choices. An extended literature review reveals that when individuals adopt environmentally responsible behavior, they experience positive feelings and feelings of completion because they contribute to sustainability and the protection of the environment. The same feelings arise and get stronger when people interact with each other to create value during the stages of the purchase decision process of fashion items. The importance and necessity of businesses to shift their marketing communications strategies towards this goal can turn Generation Z to sustainable approaches towards fashion. The chapter is conceptual in nature since it provides an in-depth examination of the relevant literature to develop a conceptual framework that interrelates the concepts of sustainability, well-being, and Earned Media in the context of the fashion sector in a holistic manner, thus paving the way for empirical research studies that will support the corporate efforts of fashion brands to engage in sustainability.