Cancel culture is a growing force in the digital age, shaping brand perception and consumer behavior, especially among Generation Z. While Gen Z is often described as socially conscious, research suggests a gap between their stated ethics and actual purchasing behavior. This thesis investigates how Swedish Gen Z perceives cancel culture and how these perceptions influence their support or avoidance of fashion brands. 

Grounded in Social Judgment Theory, the study examines how ethical values, cancel culture awareness, and social media engagement shape brand-related decisions. A quantitative survey of 377 Swedish Gen Z respondents was analyzed using descriptive statistics, Pearson correlation, and linear regression. Findings show that cancel culture awareness and ethical values significantly predict brand support or avoidance, with moderate correlations to social media engagement (r = 0.445) and ethical concern (r = 0.368). However, a consistent attitude–behavior gap emerged: while many expressed strong ethical views, decisions were often shaped by price, convenience, or brand loyalty. This suggests that silent disengagement or “silent cancellation” may often replace public boycotts. The study contributes to research on ethical consumption and digital activism by highlighting the consumer voice within a Swedish context. For fashion brands, the results underscore the need for transparency, accountability, and authentic alignment with Gen Z values to foster long-term trust.