A Study on Gen Z's Reaction to Influencer Led Sustainability Campaign Versus Corporate Led Ones

This research paper examines Generation Z reaction to sustainability campaigns by influencers versus sustainability campaigns by companies. It was performed as a mixed method study combining survey data of 180 Gen Z participants with qualitative data of interviews. As indicated in the results, influencer-led campaigns do show greater scores in terms of trust (mean = 4.3) and engagement (mean = 4.4) than corporate-led campaigns with lower trust (3.7) and engagement (3.8) scores respectively. Also