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


  • Zheng Shen

    (Zhejiang University)


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.

Suggested Citation

  • Zheng Shen, 2023. "Mining sustainable fashion e-commerce: social media texts and consumer behaviors," Electronic Commerce Research, Springer, vol. 23(2), pages 949-971, June.
  • Handle: RePEc:spr:elcore:v:23:y:2023:i:2:d:10.1007_s10660-021-09498-5
    DOI: 10.1007/s10660-021-09498-5

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    References listed on IDEAS

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    Cited by:

    1. Zheng Shen, 2023. "Platform or Content Strategy? Exploring Engagement With Brand Posts on Different Social Media Platforms," SAGE Open, , vol. 13(4), pages 21582440231, December.

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