Friends, Brands, and Influencers: Unpacking the Role of Social Media Marketing in Sustainable Fashion Adoption

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This study examines the impact of social media marketing (SMM) on consumer behaviour toward sustainable fashion practices, addressing critical environmental challenges posed by the fashion industry. The research focuses on the influence of three key SMM components—social media influencers, friends and family, and fashion brands—on consumer adoption of recycling, sustainable fabric choices, and garment care practices. A mixed-method approach was utilized, combining a comprehensive literature review with quantitative data collected through an online questionnaire distributed to a diverse audience. Linear regression analysis was conducted to test three hypotheses, all of which were supported, confirming the significant role of SMM in shaping consumer behaviour. The findings reveal that friends and family are the most trusted sources, followed by fashion brands and influencers, in encouraging sustainable practices. Despite their varying levels of influence, all three components contribute to fostering consumer interest in sustainability. The study underscores the importance of creating engaging, transparent, and reliable content tailored to different audience contexts. It also highlights the challenges of limited consumer awareness and trust, recommending strategies such as collaborative initiatives, incentives, and clear communication to enhance the impact of SMM. This research contributes to the understanding of how SMM can promote sustainable fashion practices, offering practical insights for marketers, business owners, and environmental advocates.