Sustainable fashion and the role of social media in consumer behavior - Sustainability through online renting clothes

Abstract

In recent years sustainability has become one of the important subjects around the world, and its importance is because of the many harmful effects that the environment is faced, mainly because of industrialization. In this situation, changes in consumer behavior are necessary. The fashion industry is one of the most polluting industries in the world, and the fast-paced nature of fashion consumption has led to a growing awareness of the need for sustainable practices. The sustainable fashion industry is a concept that was introduced for the first time in the sixties. Sustainable fashion, also known as eco-fashion, is an approach to fashion that emphasizes the use of environmentally friendly materials, ethical production methods, and circular economy models. One important aspect of sustainable fashion is the concept of rental clothing, which allows for the reuse of garments and reduces the environmental impact of fashion consumption. Sustainable fashion was a good solution for those consumers who were worried about their behavior and environment. Instagram, as one of the most popular social media platforms, has become an important tool for fashion brands and influencers to connect with consumers. Instagram micro-celebrities, who have a large following but are not as well-known as traditional celebrities, have been identified as particularly influential in shaping consumer behavior. The goal of this thesis is to explore the intersection of sustainable fashion and the role of Instagram micro-celebrities on consumer behavior. The research aims to gain a deeper understanding of sustainability, sustainable development, and the sustainable fashion industry, with a specific focus on circular economy and rental clothing. Additionally, this thesis aims to understand how Instagram micro-celebrities can influence consumer behavior toward the adoption of rental clothing. To achieve these goals, this thesis will employ a quantitative research design that includes an analysis of Instagram micro-celebrities trustworthiness, attractiveness and expertise through a survey. And analysing consumer behaviors to examine their attitudes, performance expectancy and social influence towards their behavioral intentions for adaptation of rental clothing. The findings of this research will contribute to the growing body of literature on sustainable fashion and the impact of social media on consumer behavior. Additionally, this thesis will provide insights for fashion brands and influencers on how to effectively communicate the benefits of sustainable fashion and rental clothing to consumers.