Author Identifier
Elaheh Bakhshizadeh: http://orcid.org/0000-0001-7935-3375
Date of Award
2026
Keywords
Brand marketing communications, perceived brand authenticity, customer brand engagement, customer response, sustainable fashion, fast fashion, generational cohorts
Document Type
Thesis
Publisher
Edith Cowan University
Degree Name
Doctor of Philosophy
School
School of Business and Law
First Supervisor
Ashlee Morgan
Second Supervisor
Stephanie Meek
Third Supervisor
Steve D’Alessandro
Abstract
Unsustainable consumption and production patterns have serious repercussions for the environment and society. To tackle them, the United Nations has highlighted the importance of sustainability in consumption and production systems. Research suggests millennials and Generation Z (Gen Z) are the most concerned about sustainability compared to other generations and have strong attitudes toward sustainability. However, in the fashion industry, their favourable attitudes do not translate into action, and they remain fast fashion consumers. Accordingly, this study aims to explore the knowledge/attitude-behaviour gap among millennials and Gen Z compared to baby boomers and Generation X (Gen X) and examine how to influence them to respond positively to sustainable versus fast fashion brands.
This study adopted a mixed-methods approach, beginning with three focus groups representing baby boomers/Gen X, millennials, and Gen Z. Thematic analysis, supported by MAXQDA 24, identified three key themes – Environmental Impacts, Social and Ethical Impacts, and Practical Considerations – through which millennials demonstrated greater knowledge of sustainable and fast fashion concepts and more conscious purchasing behaviour toward sustainable fashion brands, compared to Gen Z and baby boomers/Gen X. The findings also indicated that younger generations perceived the marketing communications and authenticity of sustainable fashion brands more positively than older generations. The qualitative findings on the role of brand marketing communications in shaping perceptions of brand authenticity provided the foundation for the subsequent quantitative phase of research. Accordingly, quantitative research first examined the influence of brand marketing communications, including advertising, social media, and sponsorship, on perceived brand authenticity. Then, it investigated the mediating role of customer brand engagement in the relationship between perceived brand authenticity and customer response aspects, such as willingness to pay a price premium, recommendation intention, and purchase intention. Finally, it explored the moderating effect of sustainability knowledge on the mentioned relationships. All these relationships were examined separately for a sustainable (Patagonia) and a fast (Cotton On) fashion brand. Comparisons were then made between the two brands and across generational cohorts (baby boomers/Gen X and millennials/Gen Z) within each brand. Data were collected via an online questionnaire targeting participants (n=400) and analysed using partial least squares structural equation modelling (PLS-SEM) in SmartPLS 4. The findings of two fashion brand groups highlighted the role of perceived brand authenticity, which was influenced by brand marketing communications materials and, in turn, led to positive customer responses through customer brand engagement.
However, the moderating effect of sustainability knowledge was largely unsupported. Differences were also observed between brands and across generational cohorts within each brand group. Overall, this study extends the theoretical foundation and offers valuable practical insights into the context of sustainable and fast fashion.
Access Note
Access to this thesis is embargoed until 13th May 2027
Recommended Citation
Bakhshizadeh, E. (2026). Generational cohorts’ sustainable fashion purchasing: The role of brand marketing communications, perceived brand authenticity, and customer brand engagement. Edith Cowan University. https://doi.org/10.25958/vs6e-bz15