Exploring the Impact of Social Media Platforms on Consumer Adoption of Sustainable Consumption Practices within the Fashion Industry: A Systematic Literature Review

Abstract

With platforms like Facebook, YouTube, Instagram, and TikTok at the forefront, social media takes centre stage as the focus of the discussion. Exploring social media, the systematic literature review analyses the different forms of influence impacting social media consumers, guiding consumers towards adopting more sustainable fashion consumption practices. The various forms or modes of influence impacting social media consumers are identified as commercial, social, and advocacy influences as key factors of sustainability shaping consumer behaviour within the fashion industry (Jacobson & Harrison, 2021; Shehzala et al., 2024). The relationship between social media users and sustainable fashion consumption is a crucial area of research, highlighting the different forms of influence on consumers' adoption of sustainable fashion practices. To understand the impact of social media on consumer behaviour in the digital world, the study examined the communication strategies of fashion brands, products, or services, as well as social media messaging related to non-branded fashion goods or services (non-BPS). Key focus areas included the frameworks surrounding sustainable consumption practices and the components of social media platforms. Concepts related to the influence of online influencers and traditional celebrities are identified as distinct sources of impact. The article findings will be chosen based on the alignment with the research question, which explores the factors capable of influencing consumers through social media marketing methods and theories. This research will pave the way for future studies and provide insights into areas needing more attention.