Back to the future of sustainability: how social media influencers activate norms for sustainable fashion consumption among Gen Z

Purpose This study examines the impact of influencer marketing on Generation Z’s sustainable fashion consumption intention (SFCI) in Egypt by integrating the stimulus–organism–response (SOR) framework with the norm activation model (NAM). Design/methodology/approach Data were collected from 268 Gen Z consumers in Egypt using a structured questionnaire. Structural equation modeling was used to test the research model, while multigroup analysis (MGA) using SmartPLS 4 was applied to test gender differences. Findings Influencer marketing significantly impacts two key norm-activation factors – awareness of consequences and personal norms, but not the ascription of responsibility, and these in turn predict Gen Z’s SFCI. The NAM variables partially mediate the relationship between influencer marketing and SFCI. MGA results reveal that the overall model is consistent across genders but uncover significant differences in specific psychological pathways. Practical implications The findings confirm the pivotal role of sustainability-focused fashion SMIs as actors and co-creators within the sustainable fashion ecosystem. By promoting recycled, upcycled, durable and economic fashion, their content can bridge the sustainability-positioned brands–consumer gap, activate personal norms and strengthen SFCI among Gen Z. Thereby, SMIs can accelerate responsible consumption and contribute significantly to achieving SDG 12. Originality/value This study is one of the few that addresses the issue of sustainable fashion in the Middle East and Arab countries for a fast-growing demographic category, Gen Z. This study makes a novel theoretical contribution by integrating SOR and NAM in the sustainable fashion context, focusing on sustainability-oriented influencer content (rather than traditional influencer attributes). It offers nuanced insights into consumer psychology and delivers actionable practical implications.