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Exploring the influence of social media on sustainable fashion consumption: A systematic literature review and future research agenda

Author

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  • K. Vladimirova
  • C. E. Henninger
  • S. I. Alosaimi
  • T. Brydges
  • H. Choopani
  • M. Hanlon
  • S. Iran
  • H. McCormick
  • S. Zhou

Abstract

Growing in popularity, social media and related channels (e.g. Instagram, Twitter, and TikTok) are utilised as sources for sharing information with the power to influence consumers and drive social change. This has become critical for the fashion industry, as fashion/textile consumption has recently been recognized for its devastating social and environmental impacts. This structured, systematic literature review explores who and in which ways can influence consumers on social media to engage with more sustainable fashion consumption practices. Based on an analysis of 92 research studies, the analysis findings indicate that most studies examined how brands can influence consumers via social media marketing strategies. Fewer studies have also addressed sustainable fashion discourse on social media more broadly, including promoting sustainable fashion consumption practices that are not related to brands’ marketing strategies and the role of social media as a tool for activism. Based on the review’s findings, the article outlines areas for future research.

Suggested Citation

  • K. Vladimirova & C. E. Henninger & S. I. Alosaimi & T. Brydges & H. Choopani & M. Hanlon & S. Iran & H. McCormick & S. Zhou, 2024. "Exploring the influence of social media on sustainable fashion consumption: A systematic literature review and future research agenda," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 15(2), pages 181-202, April.
    • Handle: RePEc:taf:rgfmxx:v:15:y:2024:i:2:p:181-202
    DOI: 10.1080/20932685.2023.2237978
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    Citations

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    Cited by:

    1. Nguyen, Phuong Van & Le, Hoang Tran Phuoc Mai, 2026. "Green influencers' source credibility in driving customers’ green behaviors: Role of trust, engagement, and knowledge in a cross-country study," Journal of Retailing and Consumer Services, Elsevier, vol. 88(C).
    2. repec:zib:zbmbmj:v:4:y:2025:i:1:p:33-43 is not listed on IDEAS
    3. Jian, Wenze & Zhong, Ziqi, 2025. "Eco positioning drives sustainable fashion consumption through process related strategies and brand familiarity," LSE Research Online Documents on Economics 128137, London School of Economics and Political Science, LSE Library.
    4. Lawrenz C. Canag & April Joy F. Loquinario & Rhea May V. Pepano & Ralph B.Peninoy, 2024. "Democratizing Fashion Consumer Engagement and Redefining Style in the Digital Age," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(12), pages 935-949, December.
    5. Bing Wei & Muhammad Shabir Shaharudin & Li Chen & Anderes Gui, 2024. "Mapping the Path to Low-Carbon Behaviour: A Systematic Review of Trends, Gaps, and Future Directions," Sustainability, MDPI, vol. 16(21), pages 1-23, October.
    6. Dina El-Shihy & Sarah Awaad, 2025. "Leveraging social media for sustainable fashion: how brand and user-generated content influence Gen Z’s purchase intentions," Future Business Journal, Springer, vol. 11(1), pages 1-13, December.

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