Consumers' Choice Behavior Towards Sustainable Fashion Based on Social Media Influence

Abstract

Social media is now a marketing platform effectively utilizing influencer marketing to connect with the target consumers. The young Generation Z consumer is extremely active on social media attracted by the lure of influencers, opinion leaders, and active creators, and they utilize social media to gain knowledge about their brands. Fashion brands nowadays have been trying to meet the consumer demand for sustainable products by utilizing social media and influencer marketing to develop, advertise, and showcase corporate social responsibility (CSR) around green sustainable fashion products. The consumer seeks cognitive information from their social media experience, fulfilling aesthetic and entertainment gratification, received through appealing images, social media videos, stories, influencer content, and interaction enabling information gathering, entertainment, and allowing consumers to transform their knowledge into intent by purchasing green, sustainable fashion brands.