Digital Emotions and Sustainable Fashion: Cultivating Brand Loyalty Among Indian Millennials and Gen Z

This study explores the influence of sustainable brand identity, content quality, and social media brand communication on emotional and attitudinal responses among Indian Millennials and Gen Z. A sample of 586 digitally active customers was analyzed using partial least squares structural equation modeling and multi-group analysis, grounded in the Stimulus–Organism–Response framework and Engagement Theory. The findings highlight emotional responses as key mediators and reveal generational and gender-specific trends in engagement. The study offers empirical contributions to sustainable fashion branding by emphasizing emotional relevance and demographic sensitivity, guiding marketers in building loyalty among eco-conscious young customers in emerging markets.