30, October 2026

Sustainable Value Creation in Emerging Markets: Leveraging Short-Form Video Marketing and Gen Z Engagement for Circular Commerce in Chennai City

VOLUME-10; ISSUE-10; OCT-2026

Author(s): 1 Archana. K, 2 Dr. S. Vennilaa Shree

Authors Affiliations:

1Research Scholar, Department of Commerce, Vels Institute of Science, Technology and Advanced Studies (VISTAS), Pallavaram, Chennai.

  2Professor and Research Supervisor, Department of Commerce, Vels Institute of Science, Technology and Advanced Studies (VISTAS), Pallavaram, Chennai.

DOIs:10.2017/IJRCS/202610007     |     Paper ID: IJRCS202610007


Abstract
Keywords
Cite this Article/Paper as
References

This research investigates the impact of short-form video marketing (Instagram Reels, YouTube Shorts) on Generation Z consumers' trust, engagement, and adoption of circular fashion in Chennai City. With the rapid growth of urbanisation and fashion consumption in developing countries like India, environmental concerns have escalated, driving a shift toward circular business models such as upcycling and thrift re-commerce. Utilising a quantitative empirical design, primary data was collected from 120 Gen Z consumers across major commercial and residential hubs in Chennai using a structured 5-point Likert scale questionnaire. Descriptive analysis reveals that Instagram Reels is the dominant platform for fashion discovery (60.0%), with 90.0% of respondents encountering sustainable fashion content at least weekly. Transparent storytelling—specifically behind-the-scenes upcycling footage (Mean = 3.61) and verified eco-certifications (Mean = 3.55)—significantly enhances overall Green Brand Trust (Overall Mean = 3.53) and mitigates greenwashing scepticism. While short-form videos foster positive purchase intentions (Overall Mean = 3.20), structural adoption barriers remain significant (Overall Mean = 3.29), led by high price premiums relative to fast fashion (Mean = 3.47) and functional quality/hygiene doubts (Mean = 3.24). The study concludes that transparent digital video content effectively bridges the green trust gap, but pricing and quality assurances must be addressed to drive widespread circular fashion adoption among Gen Z consumers in emerging economies.

Short-Form Video Marketing, Gen Z, Circular Fashion, Green Brand Trust, Upcycled Clothing, Emerging Markets, Chennai City.

Archana. K.,  Dr. S. Vennilaa Shree (2026); Sustainable Value Creation in Emerging Markets: Leveraging Short-Form Video Marketing and Gen Z Engagement for Circular Commerce in Chennai City, International Journal of Research Culture Society,    ISSN(O): 2456-6683,  Volume – 10,   Issue –  10,  Available on – https://ijrcs.org/

  1. Aagerup, U., & Nilsson, J. (2016). Green consumerism: Moral behaviour or market-driven practice? Journal of Consumer Marketing, 33(5), 341–350. https://doi.org/10.1108/JCM-11-2014-1227
  2. Archana, K., & Shree, S. V. (2024). A study on digital marketing strategies for Gen Z in fashion retail outlets in Chennai City. Educational Administration: Theory and Practice, 30(4), 9266–9270. https://doi.org/10.53555/kuey.v30i4.3484
  3. Bhatt, V., & Sharma, M. (2023). Unpacking the intention–behavior gap in sustainable fashion consumption among Gen Z: An empirical study in Indian retail. Journal of Retailing and Consumer Services, 72, 103280. https://doi.org/10.1016/j.jretconser.2023.103280
  4. Bjerre, M. (2022). Authentic digital storytelling and Gen Z consumer engagement. Journal of Marketing Communications, 28(6), 789–805. https://doi.org/10.1080/13527266.2021.1956789
  5. Chen, Y. S., & Chang, C. H. (2013). Enhance green purchase intentions: The roles of green brand multidimensionalities. Journal of Business Ethics, 113(3), 489–500. https://doi.org/10.1007/s10551-012-1315-x
  6. Dabija, D. C., Bejan, B. M., & Dinu, A. M. (2020). Enhancing green loyalty among Gen Z through social media marketing: Empirical evidence from fashion retail. Environmental Engineering and Management Journal, 19(10), 1721–1731. https://doi.org/10.30638/eemj.2020.161
  7. Karuna, R., & Arthana, S. (2024). Barriers to circular fashion adoption among Gen Z in India. Journal of Sustainable Retail Studies, 12(2), 45–62.
  8. Verma, R. (2026). Digital shopping patterns of Gen Z in India: A consumer behavior study. International Journal of Marketing Research, 44(1), 112–130.
  9. Wiederhold, M., & Martinez, L. F. (2018). Ethical consumption in sustainable fashion: Identifying the intention–behavior gap. Journal of Fashion Marketing and Management, 22(3), 419–433. https://doi.org/10.1108/JFMM-09-2017-0092

 

Views: 35

Download Full Paper

Download PDF No. of Downloads:2 | No. of Views: 30