Sustainability claims on social media in relation to brand trust in teenagers

Concerns have arisen about the environmental impact of the fashion industry, which is facing exponential growth. In recent times, as a result, brands are increasingly prompted to utilise social media platforms for sustainable messaging, and findings show that Instagram and TikTok are the primary platforms for exposure. However, it has been noticed that a major portion of respondents encounter environmental messaging only occasionally despite the abundance of social media accessibility worldwide. Therefore, this study examines how this communication influences brand trust and consumer behaviour amongst the adolescent target demographic aged 13-19 in Singapore. Additionally, throughout the research, there is a deeper focus on authenticity and greenwashing awareness, which have been deemed as important factors to consider when discussing how teenagers and the Gen Z audience place their trust in brands today. An online survey was conducted via the process of convenience sampling, and a sample size of 50 adolescents aged 13-19 was requested on a voluntary basis to fill out the survey. The specific structure of the questions asked enabled the collection of both qualitative and quantitative data. Additionally, as a result of the survey results, it was overall noticed that authenticity forms a robust link with transparency, consistency, and third-party validation in place of influencers and celebrity endorsements, which have become increasingly prevalent in recent years, and therefore, this suggests that for brands to engage a teenage consumer base, they must prioritise credibility, consistent communication and integrate environmental mindedness alongside competitive product appeal to bridge the gap between awareness, intention and action.