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From Scroll to Sustainable Style: How Social Media Activities Fuel Eco-friendly Behavior and Word-of-Mouth in Fashion

In: Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025)

Author

Listed:
  • Ivon Sandya Sari Putri

    (Business Administration Department)

  • Sri Surjani Tjahjawati

    (Business Administration Department)

  • Sri Raharso

    (Business Administration Department)

  • Ira Siti Sarah

    (Business Administration Department)

  • Veronika Elsanti B. R. Manjorang

    (Business Administration Department)

  • Sherry Novalia Fujiasti

    (Business Administration Department)

Abstract

This study explores how social media activities influence eco-friendly behavior and environmental concern, and how these factors affect word-of-mouth in the context of sustainable fashion. Using a quantitative approach with 591 respondents in Indonesia, data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that social media significantly impacts both eco-friendly behavior and environmental concern. In turn, these two variables positively influence word-of-mouth, indicating that environmentally engaged individuals are more likely to promote sustainable fashion. The model demonstrates moderate explanatory power, with R2 values of 0.205 for eco-friendly behavior, 0.171 for environmental concern, and 0.354 for word-of-mouth. This study extends existing theories by integrating social media engagement into pro-environmental behavior models and highlights practical implications for sustainable fashion marketing.

Suggested Citation

  • Ivon Sandya Sari Putri & Sri Surjani Tjahjawati & Sri Raharso & Ira Siti Sarah & Veronika Elsanti B. R. Manjorang & Sherry Novalia Fujiasti, 2025. "From Scroll to Sustainable Style: How Social Media Activities Fuel Eco-friendly Behavior and Word-of-Mouth in Fashion," Advances in Economics, Business and Management Research, in: Muhammad Udin Harun Al Rasyid & Nurul Fahmi & Yuliana Sukarmawati & I Wayan Sutina & Upayana Wiguna (ed.), Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025), pages 379-387, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-938-4_44
    DOI: 10.2991/978-94-6463-938-4_44
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