Influencer endorsements and sustainable production are two of the biggest factors shaping the clothing brands that Gen Z consumers shop from, according to a new study from consumer research platform Collage Group.

One in three Gen Z participants pointed to recommendations from an influencer or celebrity as a potential motivator in convincing them to purchase clothing from a brand they hadn’t previously shopped at, according to Collage Group’s survey of roughly 3,900 U.S. consumers between ages 18 and 77. Gen Z refers to those born between 1997 and 2012. And 21% of Gen Z respondents said an influencer or celebrity’s inclusion in brand-sponsored content or a brand’s ad could sway them to try a new clothing brand.

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Two other factors that Gen Z participants cited as influential factors in their clothing purchases—a brand’s product sizing being inclusive of different body shapes and sizes, and the brand’s models resembling their own appearances—also correspond to Gen Z’s emphasis on creator recommendations. Many of these younger consumers turn to creators’ social media posts for more-detailed reviews of a product or brand, and seek out creators with similar body shapes to their own to better gauge how a given clothing brand’s products might look on them.

Millennials—those born between 1981 and 1996—are also increasingly looking to influencers to hunt for new clothing brands to buy from. More than one in five millennial survey respondents said they could be influenced to make a purchase from a clothing brand based on a creator or celebrity’s recommendation, and 16% said the same could be true if the brand sponsored that creator or celebrity, or if the brand featured them in an ad. 

Gen Z consumers are also the least likely out of any generation surveyed to seek out information about a clothing brand by browsing items in brick-and-mortar stores or on a brand’s website. Instead, more than any other age group, they are more apt to consult social media posts for this information—28% of Gen Z respondents said they “ask or look for recommendations on social media” to learn about a clothing brand or specific product—double the 14% of overall respondents who reported doing so.

Notably, 17% of the Gen Z consumers surveyed said they “usually” shop for clothing directly through social media platforms rather than brand websites while just 6% of all survey participants said they frequently purchased clothing through social media. This data point suggests a stark contrast from the hesitancy among consumers to make in-platform purchases that social media sites have sought to overcome—for example, a recent report from HubSpot found only 41% of consumers “feel comfortable” buying a product through a social media platform.

Beyond social media and creators, Gen Z consumers also prioritize the sustainability of a clothing brand and its commitment to other social causes when determining whether to purchase from that brand for the first time. One in four Gen Z participants in the Collage Group survey cited a brand’s donations to “a cause [they] care about” as a factor that could influence them to shop from a new brand. 

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Additionally, just over half of both Gen Z and Millennial consumers reported they would be willing to shell out more money for sustainable clothing brands, and 36% of respondents from both age groups said they look into a clothing brand’s “ethical practices” before making a purchase from it. These responses align with younger consumers’ heightened focus on the values and environmental impacts of brands across product categories.  

Gen Z’s emphasis on sustainability is also reflected in these consumers’ increased willingness to buy second-hand clothing. Two-thirds of Gen Z respondents said they have purchased used clothing and shoes, and 25% of these consumers reported frequently doing so. And while the majority of Gen Z shops for second-hand items at in-person thrift stores, such as Goodwill, over a third of these consumers have bought used clothing or shoes through social media or on peer-to-peer sites such as Poshmark or Depop.