Exploring the impact of online co-creation on eudemonic well-being and sustainable fashion choices among Generation Z

Purpose: The purpose of this paper is to explore how different online co-creation activities influence the eudemonic well-being and sustainable fashion purchasing behaviors of Generation Z. Eudemonic well-being, associated with personal growth and meaningful engagement, is examined as a mediating factor shaping consumer choices. Design/methodology/approach: The methodology of this quantitative study is based on a survey of 393 Generation Z consumers in Greece. The research examines three types of co-creation activities: socially sustainable activities, user-generated content (UGC) and electronic word-of-mouth (e-WoM). Findings: The results reveal that UGC has a significant and positive effect on the eudemonic well-being of Gen Z consumers, highlighting its potential to foster meaningful connections and promote sustainability. Moreover, eudemonic well-being positively influences the intention to purchase sustainable fashion items, acting as a mediator in sustainable consumer behavior. Contrary to expectations, co-creation through socially sustainable activities and e-WoM did not significantly impact well-being. These findings suggest that fashion brands should focus on fostering UGC related to sustainability issues to engage Gen Z consumers meaningfully. Originality/value: This research contributes to the literature on consumer behavior and sustainability, offering actionable insights for marketing strategies that aim to align with the environmental awareness of younger consumers. Findings highlight the types of online co-creation that most significantly enhance Generation Z consumers' eudemonic well-being and influence their attitudes toward sustainable fashion. This research offers valuable theoretical insights and practical implications, underscoring its originality.