Exploring the influence of social media on sustainable fashion consumption: a systematic literature review and future research agenda

Vladimirova, K, Henninger, CE, Alosaimi, SI, Brydges, T, Choopani, H, Hanlon, M, Iran, S, McCormick, H and Zhou, S (2024) Exploring the influence of social media on sustainable fashion consumption: a systematic literature review and future research agenda. Journal of Global Fashion Marketing, 15 (2). pp. 181-202. ISSN 2325-4483

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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.