Sustainable Consumption Of Clothing Among Adolescents: The Role Of Marketing Communication On Social Media

Purpose: The aim of this paper is to identify the determinants and mechanisms shaping sustainable consumption of clothing among adolescents, with a particular focus on the role of marketing communication on social media in the context of fast fashion. Design/Methodology/Approach: The paper conducted theoretical research with the aim of developing a new theoretical framework for shaping sustainable consumption of clothing based on the Value-Attitude-Behaviour Model. Findings and implications: The new theoretical framework for shaping sustainable consumption of clothing encompasses the direct impact of attitudes toward sustainability and attitudes toward social media marketing communication about fast fashion, as well as the indirect impact of the value of consideration of future consequences through attitudes. Additionally, the paper provides recommendations for designing marketing strategies, national policy strategies, and fostering awareness and adaptation of consumer habits toward sustainable development. Limitations: A limitation of the research is the usage of a model that does not incorporate psychodynamic elements. Future studies could therefore consider integrating psychodynamic theories of consumer behaviour. Originality: Consumers in modern society are blinded by the overwhelming amount of marketing messages and often fail to distinguish their own desires from actual life needs. As a result, they purchase products they do not need, particularly in the context of clothing and fast fashion. This phenomenon leads to excessive consumption, with negative consequences visible at the societal level. A solution lies in promoting sustainable consumption of clothing, especially among adolescents, who represent a significant upcoming market segment with strong potential for shaping the future of society.