Background: The cognitive and social motivations that motivate Generation Z to engage in cancel culture are examined in this study, with a focus on fashion brands. Through combining Social Identity Theory (SIT) and Attribution Theory (AT), the study seeks to understand the dynamics that drive group action, guilt assignment, and the impact of social media on consumer activism. Previous studies showed that there is an increasing trend of digital consumer activism,in which people, particularly younger generations, utilize online forums to express their dissatisfaction with corporations that do not share their values.

Purpose: The major goal of this study is to investigate the underlying variables affecting Generation Z's engagement in cancel culture, specifically with fashion businesses. The study uses SIT and AT to investigate how group connections, blame attribution, and social media influence or prevent consumer action. Furthermore, the study seeks to discover gender disparities in engagement with cancel culture and to provide strategic insights for fashion firms on how to approach consumer activism, particularly during times of crisis.

Method: To explore what drives Generation Z to participate in cancel culture against fashion brands, this study used a quantitative survey approach. Drawing on concepts from SIT and AT, we developed three testable hypotheses focused on group identity, brand accountability, and the role of social media. Data was gathered through an online questionnaire, shared on platforms like Instagram and Facebook, and completed by 180 participants. The survey included a series of Likert-scale questions designed to capture attitudes, motivations, and behaviors related to cancel culture. The researchers analyzed the responses using SPSS, applying a mix of descriptive statistics and non-parametric tests to explore patterns and relationships in the data.

Conclusion: The results show that among Generation Z, canceling actions are significantly influenced by perceived brand accountability and in-group identity. Individuals are encouraged to join activism movements via social media, which is recognized as a powerful amplifier of collective action. Differences by gender were also studied: women were more inclined than men to join in online activism and canceling brands as opposed to males. The study also revealed a disconnect between people's real involvement in cancel culture and their ethical intentions, underscoring the influence of belief of control on activism. These results highlight the significance of moral behavior and efficient crisis management, providing fashion firms with insightful advice on how to respond to consumer activism. Additionally, the study advances scholarly knowledge about digital consumers.