Exploring the impact of online co-creation on eudemonic well-being and sustainable fashion choices among Generation Z DOI

Emmanouela Kokkinopoulou,

Ioanna Papasolomou, Lucía Porcu

et al.

EuroMed Journal of Business, Journal Year: 2025, Volume and Issue: unknown

Published: April 8, 2025

Purpose The purpose of this paper is to explore how different online co-creation activities influence the eudemonic well-being and sustainable fashion purchasing behaviors Generation Z. Eudemonic well-being, associated with personal growth meaningful engagement, examined as a mediating factor shaping consumer choices. Design/methodology/approach methodology quantitative study based on survey 393 Z consumers in Greece. research examines three types activities: socially activities, user-generated content (UGC) electronic word-of-mouth (e-WoM). Findings results reveal that UGC has significant positive effect Gen consumers, highlighting its potential foster connections promote sustainability. Moreover, positively influences intention purchase items, acting mediator behavior. Contrary expectations, through e-WoM did not significantly impact well-being. These findings suggest brands should focus fostering related sustainability issues engage meaningfully. Originality/value This contributes literature behavior sustainability, offering actionable insights for marketing strategies aim align environmental awareness younger consumers. highlight most enhance consumers' their attitudes toward fashion. offers valuable theoretical practical implications, underscoring originality.

Language: Английский

Exploring the impact of online co-creation on eudemonic well-being and sustainable fashion choices among Generation Z DOI

Emmanouela Kokkinopoulou,

Ioanna Papasolomou, Lucía Porcu

et al.

EuroMed Journal of Business, Journal Year: 2025, Volume and Issue: unknown

Published: April 8, 2025

Purpose The purpose of this paper is to explore how different online co-creation activities influence the eudemonic well-being and sustainable fashion purchasing behaviors Generation Z. Eudemonic well-being, associated with personal growth meaningful engagement, examined as a mediating factor shaping consumer choices. Design/methodology/approach methodology quantitative study based on survey 393 Z consumers in Greece. research examines three types activities: socially activities, user-generated content (UGC) electronic word-of-mouth (e-WoM). Findings results reveal that UGC has significant positive effect Gen consumers, highlighting its potential foster connections promote sustainability. Moreover, positively influences intention purchase items, acting mediator behavior. Contrary expectations, through e-WoM did not significantly impact well-being. These findings suggest brands should focus fostering related sustainability issues engage meaningfully. Originality/value This contributes literature behavior sustainability, offering actionable insights for marketing strategies aim align environmental awareness younger consumers. highlight most enhance consumers' their attitudes toward fashion. offers valuable theoretical practical implications, underscoring originality.

Language: Английский

Citations

0