Sustainable Fashion in Nigeria

exploring how influencers drive sustainable fashion among young consumers

Abstract

The contemporary digital landscape has transformed fashion consumption patterns among Generation Z, who exhibit paradoxical behaviour where environmental consciousness coexists with ultra-fast fashion consumption. This research addresses the critical attitude-behaviour gap in sustainable consumption within Nigeria, where limited research exists on how social media influencers can promote environmental consciousness among young consumers. The study is grounded in Social Learning Theory and the Theory of Planned Behaviour. This study explores the impacts of social media influencers on Gen Z's sustainable fashion decision-making in Nigeria. A qualitative research approach, using semi-structured interviews, was employed. Eight Nigerian Gen Z consumers aged 18-28 were purposively sampled and interviewed via Microsoft Teams. Data was analysed using thematic analysis following Braun and Clarke's framework. Key findings reveal a significant attitude-behaviour gap where participants demonstrate environmental consciousness yet face substantial barriers, including price sensitivity, limited availability, and peer pressure. Current influencer content focuses on style rather than sustainability education. However, participants recognized untapped potential for culturally relevant sustainability messaging, particularly through traditional Nigerian textiles such as Adire and Ankara. The study provides empirical evidence and actionable recommendations for influencers, brands, and policymakers to promote sustainable fashion.