The Impact of Ethical Branding on Gen Z’s Purchase Intentions: The Role of Brand Authenticity and Social Media Engagement

Abstract

This study investigates the impact of ethical branding on Gen Z consumers’ purchase intentions, with a specific focus on the mediating role of brand authenticity and the moderating role of social media engagement. Drawing on Signaling Theory, a quantitative approach was employed using data from a structured online survey targeting Gen Z respondents. The results, analyzed through Hayes’ PROCESS Macro (Model 4), reveal that ethical branding significantly enhances purchase intentions, and this relationship is partially mediated by brand authenticity. Furthermore, social media engagement was found to moderate the relationship, amplifying the influence of ethical branding when digital interaction is high. The findings contribute to existing literature by clarifying the psychological and behavioral mechanisms that underpin ethical consumer decision-making in a digital context. The study demonstrates that ethical branding alone is insufficient unless accompanied by authentic action and reinforced through interactive social media strategies. These insights offer practical implications for marketers and brand strategists aiming to build meaningful, trust-based relationships with ethically conscious Gen Z consumers. Limitations and directions for future research are discussed, including the need to explore platform-specific dynamics and other mediating variables such as trust, emotional resonance, and peer influence.