Social Media Influencers: Influencing Sustainable Practices in the Fashion Industry

Favour Ben () and Wilson Ozuem ()
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Favour Ben: Arden University
Wilson Ozuem: University for the Creative Arts, Business School

Chapter Chapter 16 in Sustainable Digital Marketing for Fashion and Luxury Brands, 2025, pp 381-408 from Springer

Abstract: Abstract In this golden age of Instagram stories and curated feeds, where the #OOTD (outfit of the day) reigns supreme, a revolution is brewing among the carefully coiffed trends and sponsored collaborations, a new kind of voice is emerging, a voice that stitches together a narrative of conscious consumption and ethical fashion. As a starting point, this chapter looks at how sustainability has become an important topic in the fashion industry in recent years, and how it offers influencers the opportunity to advocate for and promote sustainable practices. Sustainable fashion influencers have emerged as powerful figures who influence consumers and drive trends. Influencers have become increasingly popular with the growing popularity of social media platforms such as Instagram, TikTok, and Reddit. This chapter examines how social media influencers are influencing sustainable practices in the fashion industry.

Keywords: Social media influencers; Credibility theory; Sustainable influencers; Fashion industry; Electronic word of mouth (e-WOM) (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-82467-8_16

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DOI: 10.1007/978-3-031-82467-8_16

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