From Scroll to Sustainable Style: How Social Media Activities Fuel Eco-friendly Behavior and Word-of-Mouth in Fashion

Ivon Sandya Sari Putri (), Sri Surjani Tjahjawati, Sri Raharso, Ira Siti Sarah, Veronika Elsanti B. R. Manjorang and Sherry Novalia Fujiasti
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Ivon Sandya Sari Putri: Business Administration Department
Sri Surjani Tjahjawati: Business Administration Department
Sri Raharso: Business Administration Department
Ira Siti Sarah: Business Administration Department
Veronika Elsanti B. R. Manjorang: Business Administration Department
Sherry Novalia Fujiasti: Business Administration Department

A chapter in Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025), 2025, pp 379-387 from Springer

Abstract: Abstract This study explores how social media activities influence eco-friendly behavior and environmental concern, and how these factors affect word-of-mouth in the context of sustainable fashion. Using a quantitative approach with 591 respondents in Indonesia, data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that social media significantly impacts both eco-friendly behavior and environmental concern. In turn, these two variables positively influence word-of-mouth, indicating that environmentally engaged individuals are more likely to promote sustainable fashion. The model demonstrates moderate explanatory power, with R2 values of 0.205 for eco-friendly behavior, 0.171 for environmental concern, and 0.354 for word-of-mouth. This study extends existing theories by integrating social media engagement into pro-environmental behavior models and highlights practical implications for sustainable fashion marketing.

Keywords: Eco-friendly Behaviour; Environmental Concern; Social Media Activities; Sustainable Fashion; Word-of-mouth (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-938-4_44

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DOI: 10.2991/978-94-6463-938-4_44

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