Sustainability and Social Responsibility

Role of Social Media Influencers in Sustainable Fashion Consumption

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Abstract

The emergence of sustainable fashion influencers plays a crucial role in promoting mindful consumption, challenging the fast-fashion model, and educating consumers to make more informed purchasing decisions. A qualitative approach using content analysis was adopted, and 42 influencers across two social media platforms, Instagram and TikTok, were selected based on their overall content messaging. Qualitative data analysis suggests the roles of social media influencers and their influence on consumers. Four major themes were found: education, inspiration, persuasion, and new business opportunities. Sustainable fashion influencers primarily aim to promote, inspire, and persuade consumers to adopt mindful consumption practices, whether by maximizing the use of existing items in consumers' closets or by preserving their well-loved items. The findings imply that fashion brands and sustainability campaigns can strategically leverage social media influencers to effectively educate, inspire, and persuade younger generations toward sustainable consumption behaviors.

Keywords: Social Media, Fashion Influencer, Sustainability, Circular Fashion

How to Cite:

Marquez, A. K. & Iqbal, M., (2025) “Role of Social Media Influencers in Sustainable Fashion Consumption”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21805