The Impact of Socially Conscious Marketing on Gen-Z’s Brand Preferences: Exploring the Role of Social Media Influence as a Mediator

1. INTRODUCTION

The concept of marketing has changed significantly in recent years, going beyond conventional promotional strategies and incorporating a more profound devotion to ethical, social, and environmental principles. Today’s customers, especially Generation Z (Gen-Z), are becoming increasingly critical of not just what is advertised by brands, but the values of these brands (Panton, 2025). This change has pushed socially conscious marketing, which is a strategic brand communication focused on purpose-driven initiatives, sustainability, ethical actions, and societal impact, beyond niche positioning to mainstream consumer expectations (Eastman, 2020). Socially conscious marketing is not a luxury to Gen-Z, a generation of consumers born around 1997-2012; rather, it is a defining aspect of their perception, engagement, and ultimate selection of brands.

Data support this shift toward value-led consumption. According to a Forbes report, 62% of Gen Z shoppers like purchasing sustainable brands, which is also supported by another report from Thomson Reuters, which further adds that 73% of Gen Zs are ready to pay more to purchase sustainable products, which points to the strong global preference for ethical consumption (Petro, 2020; Panton, 2025). Nearly every Gen-Z user uses social media daily, and channels such as TikTok, Instagram, and Snapchat influence how they learn about, judge, and relate to brands (El-Shihy & Awaad, 2025; Zhong et al., 2025). This overlap of values and digital lifestyle indicates the pivotal role of social media in mediating the effect of socially conscious marketing on Gen Z’s brand preference. As digital natives, Gen Zs are continually exposed to brand stories in the form of peer communications, influencer posts, user-created content, and algorithm feeds. Studies indicate that Gen Z consumers become more attentive to a brand when they listen to their social media influencers, and that 43% of Gen Zs use TikTok to research products (Bratina & Faganel, 2024; Melgarejo-Espinoza et al., 2025). These observations highlight the importance of social media in spreading marketing messages and influencing perceptions, social proof, and community norms that guide individual brand decisions.

Theoretically, these insights support the narrative of signalling theory. According to this theory, conveying meaningful, observable cues for otherwise unobservable attributes (ethical commitment) reduces information asymmetry and builds trust with consumers (Connelly et al., 2025). However, these signals are only effective when they are perceived as authentic and consistent, as actions that are genuine and effort-focused are preferred and trusted by Gen-Z consumers. These signals can be boosted by social media, considering the digital landscape, as it provides visibility, validation from peers, and endorsement by influencers, which collectively shape Gen-Z’s interpretations and responses to brands’ value-based communication.

In an empirical context, a recent quantitative study on the impact of social media marketing on the purchase intentions of Gen-Z found that the use of digital marketing strategies, such as engagement and trendiness, has a significant impact on consumer behaviour on online platforms, supporting the relevance of social media as a mediator (Deepika & Massand, 2024). Furthermore, another study examining social media behaviour and brand equity among Gen Z shows that influencer partnerships, user-created content, and direct communication on social media platforms such as Instagram and TikTok build brand reputation, perceived quality, and brand loyalty among Gen Z consumers (Agrawal, 2025). Additionally, a study reported that the viral content of social media has a strong impact on purchasing intention among Gen Z, both directly and indirectly, depending on the mediating variables of engagement and trust, which confirms that online social signals play a significant role in influencing consumer preference (Lesmana, 2025).

Although this body of research is increasing, some gaps remain. First, most literature available on socially conscious marketing and Gen-Z deals with the general market rather than the UK context (John & Kalyanrao, 2026; Mohamed et al., 2025). Despite the growing research on socially conscious marketing, social media, and Gen Z consumer behaviour, there are three key gaps. Second, previous research has mostly considered outcomes such as purchase intention, engagement, and brand awareness instead of brand preference as a specific attitudinal outcome. Third, there has been a lack of research that has concurrently explored the mediating value of social media influence in clarifying how socially conscious marketing translates to brand preference. Thus, this research fills these gaps by empirically researching the direct impact of socially conscious marketing on brand preference and the mediating influence of social media on UK Gen-Z consumers using Signalling Theory. In practice, this study provides marketers with evidence-based information on how to create and communicate socially conscious campaigns that appeal to the expectations and digital behaviours of Gen Z. This study aims to inform brands that are interested not only in appealing to Gen Z but also in making a meaningful connection in the age of socially conscious consumption.

2. LITERATURE REVIEW

2.1. Theoretical Framework

A theoretical framework offers a conceptual basis for research by providing a theory or theories that describe the association between major variables. In this study, Signalling Theory was chosen as the theoretical approach to explain how brands can send meaningful signals that decrease information asymmetry and foster trust in consumers (Connelly et al., 2025). Signalling Theory states that marketers use observable signals, including ethical promises, sustainability credentials, Corporate Social Responsibility (CSR) communications, and influencer endorsements, to convey brand values and credibility to consumers, who then respond to the signals to make informed decisions in a state of uncertainty (Shahid et al., 2024). Within the framework of socially conscious marketing, ethical communication and open social responsibility campaigns are high-quality signals that lower uncertainty about the intentions of the brand and brand authenticity and shape brand preferences in Gen-Z. Signalling Theory explains how social media is not only a channel but also a mechanism for distributing, amplifying, and interpreting these signals so that Gen Z can measure brand legitimacy based on visible indicators such as peer commenting, influencer credibility, and engagement metrics.

New empirical evidence justifies the use of signals in digital consumer behaviour. (Cambier & Poncin, 2020) demonstrate that ethically transparent marketing serves as a credibility signal that positively affects consumers’ brand choice by decreasing information asymmetry. In the same vein, (Saraç, 2025) confirms that social media marketing practices can be seen as signalling mechanisms that mediate brand assessments by increasing perceived credibility and indirectly influencing positive brand choices using digital interactions and endorsement signals.

Additionally, the researcher considered Social Identity Theory, which describes how consumers identify with brands that affirm their self-concept (Guan & So, 2023). However, this was dropped, as this theory would be relevant if the current research focus was on how Gen Z aligns with brands to reflect their self-concept and not on the formation and validation of this alignment. In contrast, Signalling Theory provided a more process-oriented explanation as it inherently focused on the ability of observable cues to communicate credibility under uncertainty. Rather than rejecting Social Identity Theory, its scope is narrowed in this study by acknowledging that alignment with identity may influence brand evaluations by Gen Z, but the emphasis remains on signalling mechanisms (externally observable) instead of self-concept congruence processes.

In the context of the digital landscape, this is of particular importance, considering that consumers rely on signals which are visible and verifiable instead of evaluating brands based on identity fit.

Furthermore, the suitability of Signalling Theory is that it enables the explanation of not just the transmission of signals but also the interpretation of these socially conscious cues within mediated environments. For example, in this study, Socially Conscious Marketing is used as a quality signal, signifying ethical and socially responsible intentions to consumers. Social media serves as a signal amplifier, disseminating and reinforcing these messages with the help of peer communications and influencer endorsements. Lastly, Brand Preference, which is a signal interpretation, involves Gen Z using these signals to develop a positive attitude and effective brand choices.

Therefore, signalling theory was found to be appropriate for examining the effect of these signals on consumer attitudes and online behaviour, making it a strong tool in the mediation model of socially conscious marketing → social media influence → brand preference.

Nevertheless, there are certain limitations to consider when employing this theory. This theory often assumes that signals are evaluated rationally; however, consumers interpret (particularly within the current digital setting) based on bounded rationality, emotions, and social biases, which can potentially lead to distorted judgments (Steigenberger, 2025). Additionally, there is a likelihood of signals that are deceptive or low-cost (such as greenwashing or symbolic CSR claims), which challenges the reliability of signals and undermines their claim for effective reduction of information asymmetry (Tham, 2023).

2.2. Key Constructs

Socially conscious marketing can be defined as a strategic marketing concept wherein organisations intentionally incorporate ethical, social, and environmental values within their marketing communications and practices to make a positive impact on society in addition to business success. Socially conscious marketing prioritises purpose-driven messages over traditional marketing, where the main goal is to sell and convince customers instead of matching brand values with their expectations. The literature frames socially conscious marketing as the expansion of CSR, with more emphasis on how ethical commitments are expressed and integrated into brand stories to establish trust and long-term relationships with consumers (Trkulja et al., 2024). Empirical studies indicate that socially responsible and value-based marketing campaigns positively impact consumer attitudes, brand credibility, perceived authenticity, and brand reviews, especially among younger generations, who are more socially conscious and value-oriented (Tarapata & Kostecki, 2025; Tewari et al., 2025). In the context of the current research, socially conscious marketing is conceptualised as the perception of consumers regarding brands signals that are ethical and sustainability-focused, with a particular focus on Gen-Z consumers who are value-driven. In recent literature, this concept has been measured based on dimensions such as perceived social sustainability, ethical credibility, and CSR communication, often using Likert-based multi-item measures to assess consumers’ evaluations of brands (Nagendra et al., 2024). Thus, in this study, the researcher adapted reflective measurement items to encapsulate credibility, trustworthiness, long-term commitment in long run, and perceived value congruence of the signals (Appendix A).

In contrast, brand preference can be defined as a bias or predisposition of consumers to choose one brand over another based on cognitive and affective considerations, which entails deeper evaluative consideration by consumers instead of temporary intent or behaviour (Ngan et al., 2019). It is also conceptualised as an attitudinal state that informs choice in situations where there is an alternative and is different from purchase intention (probability of buying), loyalty (commitment and repeat behaviour), and engagement (interaction or involvement). Traditional definitions of brand preference state that it is the degree to which a consumer prefers a brand compared to others in a competitive category, and it is based on brand perception and brand meaning memories (Ngan et al., 2019). In this study, brand preference is investigated as an outcome which is attitudinal and carved from ethical evaluation instead of entirely functional-based considerations, which reflects decision-making based on values by Gen Z. (Karantonis et al., 2025) measured this construct through a survey-based multi-item or by asking people to rank their likes and dislikes, choice tendencies, and consumer-based brand equity outcomes. In the current study, these measures were adapted, and key determinants of brand preference focused on ethical alignment, social responsibility preference, and affective attachment (Appendix A).

2.3. Hypotheses Development

Recent empirical studies have highlighted the fact that value-based or socially aware marketing shapes behavioural reactions among younger customers. For example, (El-Shihy & Awaad, 2025) examined the influence of brand- and user-created content on TikTok and Instagram on the purchase intentions of Gen Z towards sustainable fashion. It was concluded that both content types had a significant effect on purchasing intentions, but social media activity mediated them. Although this was not a study in a UK setting, the survey of 643 Gen-Z members in the study illustrates how visible marketing content associated with sustainability can play a role in informing consumer choice processes. Nonetheless, it did not measure the direct impact on brand preference as a construct, which is a conceptual limitation. On the same note, (Theocharis & Tsekouropoulos, 2025) investigated Gen-Z sustainable consumption and branding. The study concluded that marketing approaches that promote online brand experience and explicate sustainability values favourably influence sustainable consumption behaviour. Although this research elucidates the importance of sustainability in the context of overall consumer behaviour, it has not addressed the holistic preference of the brand, but rather products and new technology adoption, hence demonstrating a limitation in the determination of preference as a direct result.

Moreover, a study on Social Media Marketing Activities (SMMA) determined that digital activities had a notable impact on purchase intentions based on perceived quality, perceived value, and electronic word-of-mouth among Gen Z consumers in Vietnam. The results indicate that social media marketing has the potential to influence brand-related behavioural intentions when it is associated with values such as sustainability. Nevertheless, the cultural and market settings are not comparable to the UK, and the emphasis was not placed directly on social values or ethical content, which indicates a certain limitation of generalisability. Additionally, a study showed that the ethical relevance of influencers positively influences brand recognition and consumer purchasing choices among Gen Z and Millennial customers (Rajkumar, 2025). This study supports the idea that socially compatible content improves brand-related performance. Nonetheless, this research employed a very small sample (n = 50), and the combination of Gen-Z and Millennials weakens the findings unique to Gen-Z.

These empirical studies imply that sustainability-related and ethics-based marketing and influencer communication provide signals that inform Gen’s attitudes and intentions toward brands. However, current research typically focuses on purchase intention, engagement, or awareness as the outcome, but not brand preference, and most studies are not UK-based. Therefore, Hypothesis 1 is proposed as follows:

H1: Socially conscious marketing positively and significantly impacts the brand preferences of UK Gen-Z.

(Eandhizhai et al., 2025) examined the effects of social media green marketing on brand perception and green purchase intention among Gen Zs, concluding that social media marketing significantly affects brand perception, subsequently increasing sustainable consumer behaviours. However, it was not UK-specific, which restricts its generalisability to the current population of interest. Furthermore, (El-Shihy & Awaad, 2025) analysed the mediating role of social media while comparing the impact of brand and user-generated content on Gen Z purchase intentions in sustainable fashion. The study concluded that social media engagement partially mediated the impact of digital content on behaviour. This research proves that social media engagement plays a critical role in the present study, but it does not target brand perception, but purchase intentions, and the context is in Egypt and not in the UK.

(Deepika & Massand, 2025) elaborated on the role of SMMAs using a Vietnamese sample and stated that SMMAs (e-WOM, interaction, and trendiness) had a greater impact on purchase intention among Gen Z by modulating their response to marketing signals. This means that social media not only acts as a channel but also as an intermediary in defining the route between marketing efforts and consumer decisions. Nevertheless, this study was not conducted in the UK or a Western setting. Likewise, (Kusuma et al., 2024) examined the effects of social media on brand engagement, awareness, and image of Gen Zs and discovered that marketing components of social media entertainment and trendiness nurtured consumer-brand engagement significantly. In this case, interaction improved brand image and awareness, implying that the influence of digital content on brand performance is mediated by engagement. However, this study did not consider downstream preferences, and its fairly small sample (n = 138), based in Bali, restricts the extrapolation of its findings to the UK Gen Z.

A more general study, but with a larger focus, indicated that consumer brand preference may serve as a partial mediator between brand loyalty and SMMA in the Middle East in a Gen Z coffee shop setting (Abdou, 2025). Brand preference is an internal attitudinal outcome that associates digital marketing stimuli with loyal behaviour. This is important because it indicates preference, which is more proximate to this study’s dependent variable, but not socially conscious marketing material per se, and the sample was not UK-based. In addition, the presence of broader consumer and branding research confirms that social media use leads to brand trust and brand loyalty, which go hand in hand with preference, therefore justifying the mediation models (Ahsan & Kusuma, 2025). Although the outcome variables in these studies vary, they agree on the importance of social media-mediated processes in influencing consumer reactions to marketing stimuli among Gen Z. Thus, Hypothesis 2 is as follows:

H2: Social media positively and significantly mediates the relationship between socially conscious marketing and brand preferences among the UK Gen-Z.

2.4. Conceptual Framework

The hypothesised associations are presented as a conceptual framework in (Fig. 1). Socially conscious marketing is an independent variable showing a direct association with the dependent variable, UK Gen-Z’s brand preferences (H1), and an indirect association through the mediator, social media influence (H2).