ITAA - KSCT Joint Symposium

How Do Luxury Brands Present Sustainability Practices on Instagram? A Content Analysis of Luxury and Sustainability Integration

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Abstract

As sustainability has emerged as a core value in the fashion industry, luxury brands increasingly seek to communicate their sustainability practices through Instagram. Drawing on a product life cycle framework, this research examines how and to what extent luxury brands present sustainability-related content on Instagram. A content analysis was conducted on posts published between 2020 and 2024 by 29 brands under four major groups. The findings indicated that sustainability communication is uneven across the product life cycle, with a strong concentration on material sourcing and a gradual decline toward later stages. While several brands highlighted recycled and organic materials, ambiguous terms such as 'sustainable material' were also used, raising concerns about potential greenwashing. In addition, inconsistencies were identified between sustainability practices and their visibility on Instagram accounts. Overall, results highlight gaps between implementation and communication and suggest the need for more transparent, balanced sustainability messaging in the luxury fashion sector.

Keywords: Sustainability, Luxury brands, Instagram, Product life cycle

How to Cite:

CHOI, H. & Chun, J., (2025) “How Do Luxury Brands Present Sustainability Practices on Instagram? A Content Analysis of Luxury and Sustainability Integration”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21860