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

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 urbanization 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. Utilizing 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-thescenes 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.