THE INFLUENCE OF CELEBRITY ENDORSEMENT ON SUSTAINABLE CONSUMPTION BEHAVIOR OF GENERATION Z: A STUDY ON THRIFT AND UPCYCLED FASHION

Abstract

This study examines the influence of three dimensions of celebrity endorsement—attractiveness, 
trustworthiness, and expertise-on the sustainable consumption behavior of Generation Z in the context of thrift and upcycled fashion products in Batam City. Grounded in Source Credibility Theory and Source Attractiveness Theory, this research adopts a quantitative explanatory design with a purposively selected sample of 250 Gen Z respondents aged 17–26 years. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings reveal that all three dimensions of celebrity endorsement exert a significant positive effect on sustainable consumption behavior. Trustworthiness emerges as the most influential predictor (? = 0.275; p < 0.001), followed by attractiveness (? = 0.248; p < 0.001) and expertise (? = 0.151; p < 0.05). These results underscore the central role of perceived credibility in shaping pro-environmental consumption among younger consumers. Theoretically, this study extends the application of endorsement effectiveness frameworks into the domain of sustainable fashion consumption, particularly within emerging market contexts. Practically, the findings suggest that marketers should emphasize credibility and value congruence when leveraging celebrity endorsers to promote sustainable consumption among Gen Z.