BRAND ACTIVISM AND ETHICAL CONSUMPTION: ARE GEN Z CONSISTENT WITH THE VALUES THEY SUPPORT?
Kata Kunci:
Brand Activism, Ethical Consumption, Generation Z, Sustainability, Value-Action GapAbstrak
This study investigates the complex relationship between brand activism, ethical consumption, and Generation Z’s purchasing behaviors in the context of increasing demands for corporate accountability and sustainable development. Through a systematic literature review, bibliometric analysis, and thematic synthesis, the research explores whether Generation Z consistently aligns their stated ethical values with real-world consumption decisions, with a particular focus on the apparel industry. The findings reveal a pronounced value-action gap, where despite heightened awareness and advocacy for ethical practices, Gen Z often faces barriers such as price sensitivity, limited access to genuinely sustainable options, and skepticism toward corporate authenticity. Factors including digital literacy, critical evaluation of brand messaging, and media influence further complicate this relationship. The analysis emphasizes the crucial role of authentic brand activism and transparent corporate practices in fostering consumer trust. It also highlights the influence of marketing strategies, social media dynamics, and gender differences in shaping sustainable consumption behaviors. This study calls for a multidimensional approach—encompassing policy interventions, improved brand communication, and structural changes—to effectively bridge the gap between Generation Z’s ethical ideals and their consumption realities, thereby promoting a more sustainable market ecosystem.
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