Poster, liker, responsabiliser ? Les pratiques des influenceuses engagées dans la mode éthique et durable sur Instagram

Arnaud Lamy ()
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Arnaud Lamy: UMR MoISA - Montpellier Interdisciplinary center on Sustainable Agri-food systems (Social and nutritional sciences) - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - IRD - Institut de Recherche pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Institut Agro Montpellier - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement

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Abstract: This research explores the practices of influencers specializing in sustainable fashion on Instagram by drawing on practice theory. Through a netnographic analysis of 220 posts from 13 French-speaking accounts and five semi-structured interviews, the study highlights two central practices: clothing staging (showcasing ethical and sustainable outfits) and advice prescription (second-hand shopping, garment care, sorting, raising awareness of environmental and social impacts). These practices rely on an assemblage of materialities (clothing, brands, digital platforms), skills (technical, pedagogical, and creative knowledge), and meanings (ethical values, simplicity, transparency). The analysis reveals a tension between promoting responsible consumption and Instagram's inherent renewal dynamics, which may stimulate the desire to consume.

Keywords: influenceuses; théorie des pratiques; Instagram; mode durable; mode éthique (search for similar items in EconPapers)
Date: 2026-05
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Published in 42. Congrès international de l'Association Française de Marketing : Marketing et temporalités : rythmes, durées et horizons dans les pratiques, les marchés et les imaginaires, Association Française du Marketing (afm), May 2026, Angers (FR), France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05638036

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