Mining sustainable fashion e-commerce: social media texts and consumer behaviors

Zheng Shen ()
Additional contact information
Zheng Shen: Zhejiang University

Electronic Commerce Research, 2023, vol. 23, issue 2, No 12, 949-971

Abstract: Abstract Sustainability in fashion e-commerce has attracted the attention of researchers because of its negative impact on the environment. After the advent of social media, sustainable fashion e-commerce is further challenged by the success of marketing practices and their impact on consumer behaviors. As a result, this study aims to positively affect consumer behaviors using social media texts in sustainable fashion marketing. It took a sustainable fashion brand named OnTheList as a case study, and examined its Facebook posts based on the mixed analysis of text mining and ANOVA. The results show that sustainability-related texts have a positive impact on consumers’ liking and commenting behaviors, and price-related texts positively affect consumers’ sharing and commenting behaviors. However, consumer behaviors are not significantly affected by social media texts related to brands and products. As such, the study contributes to the theoretical and managerial implications of current sustainable fashion e-commerce, especially in developing countries.

Keywords: Fashion e-commerce; Sustainable fashion marketing; Social media texts; Consumer behaviors; Text mining; ANOVA (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://link.springer.com/10.1007/s10660-021-09498-5 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:elcore:v:23:y:2023:i:2:d:10.1007_s10660-021-09498-5

Ordering information: This journal article can be ordered from
http://www.springer.com/journal/10660

DOI: 10.1007/s10660-021-09498-5

Access Statistics for this article

Electronic Commerce Research is currently edited by James Westland

More articles in Electronic Commerce Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().