Unraveling the Social Currency of Sustainable Streetwear Brands among Gen Z

This study investigates how brand sustainability perception, social influence, and identity expression shape the social currency of sustainable streetwear brands among Generation Z. Using a quantitative approach with an online survey of 250 Gen Z respondents and SEM-PLS analysis, the results show that sustainability perception and social influence significantly enhance social currency, with identity expression strongly mediating the link between brand perception and social legitimacy. The findings highlight sustainability as both an ethical value and a status symbol within Gen Z communities. This study contributes to understanding social currency in sustainable brand management and provides practical guidance for marketers to strengthen brand value through sustainability-focused communication strategies.