Exploring the influence of social media on sustainable fashion consumption: A systematic literature review and future research agenda
Year: 2023
Type: review
Study design: Systematic Review
Abstract: Growing in popularity, social media and related channels (e.g. Instagram, Twitter, and TikTok) are utilised as sources for sharing information with the power to influence consumers and drive social change. This has become critical for the fashion industry, as fashion/textile consumption has recently been recognized for its devastating social and environmental impacts. This structured, systematic literature review explores who and in which ways can influence consumers on social media to engage with more sustainable fashion consumption practices. Based on an analysis of 69 research studies, the analysis findings indicate that most studies examined how brands can influence consumers via social media marketing strategies. Fewer studies have also addressed sustainable fashion discourse on social media more broadly, including promoting sustainable fashion consumption practices that are not related to brands’ marketing strategies and the role of social media as a tool for activism. Based on the review’s findings, the article outlines areas for future research.
Institutions: University of Geneva, University of Manchester, Princess Nourah bint Abdulrahman University, University of Technology Sydney, Hochschule Hannover, University of Education Freiburg, Okanagan College, Technische Universität Berlin, Manchester Metropolitan University, Hong Kong Polytechnic University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4385637584