Abstract
This critical literature review explores sustainable fashion consumption (repurposing) influenced by Edu-influencers on Instagram, addressing the limitations of traditional behavioral change theories on social media. It evaluates various perspectives on consumer behavior, sustainable consumption, and social media, highlighting the shortcomings of current behavioral change theories. The review aims to establish the groundwork for forthcoming theoretical and empirical advancements by critically analyzing and synthesizing recent studies associated with the three distinctive bodies of literature. Additionally, it aims to lay the groundwork for future research endeavors within these domains. The findings could inform consumer education, policy recommendations, and communication strategies for sustainable fashion consumption, laying the groundwork for future research and behavioral interventions.
TopIntroduction
The textile industry is experiencing a significant increase in production and global consumption (Özdil et al., 2023; Shirvanimoghaddam et al., 2020). By 2027, the market volume is projected to reach $1.45 trillion, with an annual growth rate of 9.99%. (Statista, 2023). Also, this growth is accompanied by environmental concerns, ranking the industry second-largest contributor to environmental issues after the oil industry. As a result, there is a growing focus on sustainable fashion consumption (SFC), but there is a significant gap in research on this crucial aspect highlighting a substantial need for further investigation (Garcia-Torres et al., 2022; Hasbullah et al., 2022; UN, 2022).
Predominantly, the growing global emphasis on promoting SFC, particularly during the disposal phase, has gained considerable attention in recent years (UN, 2022; Mukendi et al., 2020). In this study, SFC in the disposal stage is defined as the responsible discarding of unwanted fashion items (Testa et al., 2021). Gao (2023) and Sambargi and Tripathi (2023) highlight the significant impact of this critical phase in fashion consumption on the environment, society, and economy, with Millennials and Gen-Z being a key demographic in this context (Kim et al., 2022; Gonçalves and Silva, 2021).
The disposal phase in fashion consumption significantly impacts the achievement of multiple SDGs (Sambargi and Tripathi, 2023). This is due to fostering sustainable consumption practices, responsible resource management, environmental protection, minimizing hazardous materials in textiles, and economic growth that benefits present and future generations (UN fashion alliance, 2023; Dominguez and Bhatti, 2022; UN, 2022; Kidd et al., 2020).
Moreover, the fashion disposal stage involves second-hand clothing (Geegamage et al., 2021), recycling (Desa et al., 2023) and repurposing (Krismawan et al., 2021). Primarily, this study highlights the benefits of repurposing on social media, focusing on shifting consumer behavior toward SFC and the role of social media influencers (SMI) in promoting repurposing. It is crucial because it positively generates environmental and social benefits (Eike et al., 2020), and economic benefits (Sambargi and Tripathi, 2023; Testa et al., 2021; Hassan et al., 2022). Predominantly, repurposing is one of the most effective sustainable fashion strategies that is defined in this study as reusing old items into new products from a consumption standpoint (Eike et al., 2020).
Key Terms in this Chapter
Educational Influencers: Edu-influencers are individuals who offer free video and content beyond formal education programs, often working outside educational institutions.
Nudge: Nudge Theory suggests that subtle changes in choice or information presentation can influence behavior without forbidding or mandating certain actions, highlighting the influence of environmental, external, and individual internal factors.
Repurposing: It is reusing old items into new products from a consumption standpoint.
Sustainable Fashion Consumption in the Disposition Stage: It is the responsible discarding of unwanted fashion items.
Verbal Nudge: Verbal nudges are messages that encourage sustainable fashion consumption through written language.
Sustainable Fashion Consumption: It is supporting current and future generations' material and other needs without causing irreversible environmental damage or loss of function in natural systems.
Minority Influence Theory: Minority Influence Theory posits that consistent minority positions, such as Edu-Influencers, can influence the majority's behaviors through information influence, highlighting the role of environmental and external factors in shaping behavior.
Information Influence: It is based on minorities’ behavioural style, thinking style, flexibility, and identification.
Visual Nudge: Visual nudges are images, graphics, or videos that encourage sustainable fashion consumption through visual cues.