IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v13y2021i17p9976-d629881.html
   My bibliography  Save this article

Framing Sustainable Fashion Concepts on Social Media. An Analysis of #slowfashionaustralia Instagram Posts and Post-COVID Visions of the Future

Author

Listed:
  • Ellen Lee

    (School of Communication and Arts, University of Queensland, St. Lucia, Brisbane, QLD 4072, Australia)

  • Franzisca Weder

    (School of Communication and Arts, University of Queensland, St. Lucia, Brisbane, QLD 4072, Australia)

Abstract

The global fashion industry poses a significant threat to sustainability, occasioning the emergence of sustainable fashion concepts such as slow fashion. However, sustainability as a principle is mostly established in corporate communication and reporting and sustainable fashion is mostly debated from a marketing and consumer perspective. The study at hand fills the existing gap in research on how slow fashion is portrayed on social media, focusing particularly on slow fashion, Instagram, and an Australian context. An explorative content analysis was conducted following the hashtag #slowfashionaustralia; open-coding methods were employed to enable three thematic frames to emerge from the data; namely, slow fashion as Business 2.0: An eco-marketplace, as an authentic experience of self-expression, and as a community value. Further analysis of the identified themes yielded the framing process of slow fashion on Instagram, mainly representing empowerment for women. Methodological limitations are outlined, as well as new research potential in the area of sustainability communication.

Suggested Citation

  • Ellen Lee & Franzisca Weder, 2021. "Framing Sustainable Fashion Concepts on Social Media. An Analysis of #slowfashionaustralia Instagram Posts and Post-COVID Visions of the Future," Sustainability, MDPI, vol. 13(17), pages 1-17, September.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:17:p:9976-:d:629881
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/13/17/9976/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/13/17/9976/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sungeun Suh, 2020. "Fashion Everydayness as a Cultural Revolution in Social Media Platforms—Focus on Fashion Instagrammers," Sustainability, MDPI, vol. 12(5), pages 1-18, March.
    2. Daniel Fischer & Franziska Haucke & Anna Sundermann, 2017. "What Does the Media Mean by ‘Sustainability’ or ‘Sustainable Development’? an Empirical Analysis of Sustainability Terminology in German Newspapers Over Two Decades," Sustainable Development, John Wiley & Sons, Ltd., vol. 25(6), pages 610-624, November.
    3. Caniato, Federico & Caridi, Maria & Crippa, Luca & Moretto, Antonella, 2012. "Environmental sustainability in fashion supply chains: An exploratory case based research," International Journal of Production Economics, Elsevier, vol. 135(2), pages 659-670.
    4. World Commission on Environment and Development,, 1987. "Our Common Future," OUP Catalogue, Oxford University Press, number 9780192820808.
    5. Pookulangara, Sanjukta & Shephard, Arlesa, 2013. "Slow fashion movement: Understanding consumer perceptions—An exploratory study," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 200-206.
    6. Ingo Balderjahn & Anja Buerke & Manfred Kirchgeorg & Mathias Peyer & Barbara Seegebarth & Klaus-Peter Wiedmann, 2013. "Consciousness for sustainable consumption: scale development and new insights in the economic dimension of consumers’ sustainability," AMS Review, Springer;Academy of Marketing Science, vol. 3(4), pages 181-192, December.
    7. Stephanie Anne Nicole Bedard & Carri Reisdorf Tolmie, 2018. "Millennials' green consumption behaviour: Exploring the role of social media," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1388-1396, November.
    8. Sonja Maria Geiger & Daniel Fischer & Ulf Schrader, 2018. "Measuring What Matters in Sustainable Consumption: An Integrative Framework for the Selection of Relevant Behaviors," Sustainable Development, John Wiley & Sons, Ltd., vol. 26(1), pages 18-33, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Cristina Luján-Ornelas & Leonor Patricia Güereca & María-Laura Franco-García & Michiel Heldeweg, 2020. "A Life Cycle Thinking Approach to Analyse Sustainability in the Textile Industry: A Literature Review," Sustainability, MDPI, vol. 12(23), pages 1-19, December.
    2. Hakan Karaosman & Gustavo Morales-Alonso & Mercedes Grijalvo, 2015. "Consumers’ responses to CSR in a cross-cultural setting," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1052916-105, December.
    3. Yuting Cui & Raphael Lissillour & Juraj Chebeň & Drahoslav Lančarič & Chunlin Duan, 2022. "The position of financial prudence, social influence, and environmental satisfaction in the sustainable consumption behavioural model: Cross‐market intergenerational investigation during the Covid‐19 ," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(4), pages 996-1020, July.
    4. Jing Shao, 2019. "Sustainable consumption in China: New trends and research interests," Business Strategy and the Environment, Wiley Blackwell, vol. 28(8), pages 1507-1517, December.
    5. Tuğba Şener & Ferdi Bişkin & Nurgül Kılınç, 2019. "Sustainable dressing: Consumers' value perceptions towards slow fashion," Business Strategy and the Environment, Wiley Blackwell, vol. 28(8), pages 1548-1557, December.
    6. Christine Kreuzer & Susanne Weber & Mona Off & Tobias Hackenberg & Chiara Birk, 2019. "Shedding Light on Realized Sustainable Consumption Behavior and Perceived Barriers of Young Adults for Creating Stimulating Teaching–Learning Situations," Sustainability, MDPI, vol. 11(9), pages 1-18, May.
    7. Žaneta Piligrimienė & Andželika Žukauskaitė & Hubert Korzilius & Jūratė Banytė & Aistė Dovalienė, 2020. "Internal and External Determinants of Consumer Engagement in Sustainable Consumption," Sustainability, MDPI, vol. 12(4), pages 1-20, February.
    8. Helen X Trejo & Tasha L Lewis, 2020. "Evaluating New York raw fiber-to-retail," Local Economy, London South Bank University, vol. 35(8), pages 787-807, December.
    9. Lin Wu & Nachiappan Subramanian & Muhammad D. Abdulrahman & Chang Liu & Kee-hung Lai & Kulwant S. Pawar, 2015. "The Impact of Integrated Practices of Lean, Green, and Social Management Systems on Firm Sustainability Performance—Evidence from Chinese Fashion Auto-Parts Suppliers," Sustainability, MDPI, vol. 7(4), pages 1-21, March.
    10. Chorong Youn & Hye Jung Jung, 2021. "Semantic Network Analysis to Explore the Concept of Sustainability in the Apparel and Textile Industry," Sustainability, MDPI, vol. 13(7), pages 1-17, March.
    11. Peyer, Mathias & Balderjahn, Ingo & Seegebarth, Barbara & Klemm, Alexandra, 2017. "The role of sustainability in profiling voluntary simplifiers," Journal of Business Research, Elsevier, vol. 70(C), pages 37-43.
    12. Goworek, Helen & Oxborrow, L. & Claxton, S. & McLaren, A. & Cooper, T. & Hill, H., 2020. "Managing sustainability in the fashion business: Challenges in product development for clothing longevity in the UK," Journal of Business Research, Elsevier, vol. 117(C), pages 629-641.
    13. Maja Hosta & Vesna Zabkar, 2021. "Antecedents of Environmentally and Socially Responsible Sustainable Consumer Behavior," Journal of Business Ethics, Springer, vol. 171(2), pages 273-293, June.
    14. Paolo Esposito & Paolo Ricci, 2021. "Cultural organizations, digital Corporate Social Responsibility and stakeholder engagement in virtual museums: a multiple case study. How digitization is influencing the attitude toward CSR," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 953-964, March.
    15. Christopher J. Hopwood & Madeline R. Lenhausen & Wiebke Bleidorn, 2023. "Toward a comprehensive dimensional model of sustainable behaviors," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(9), pages 10171-10195, September.
    16. Shashi & Piera Centobelli & Roberto Cerchione & Amit Mittal, 2021. "Managing sustainability in luxury industry to pursue circular economy strategies," Business Strategy and the Environment, Wiley Blackwell, vol. 30(1), pages 432-462, January.
    17. Johnstone, Leanne & Lindh, Cecilia, 2022. "Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un)planned behaviour in Europe's millennials," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    18. Beltagui, Ahmad & Kunz, Nathan & Gold, Stefan, 2020. "The role of 3D printing and open design on adoption of socially sustainable supply chain innovation," International Journal of Production Economics, Elsevier, vol. 221(C).
    19. Monica-Maria Tomșa & Andreea-Ioana Romonți-Maniu & Mircea-Andrei Scridon, 2021. "Is Sustainable Consumption Translated into Ethical Consumer Behavior?," Sustainability, MDPI, vol. 13(6), pages 1-14, March.
    20. Zoe Mellick & Alice Payne & Laurie Buys, 2021. "From Fibre to Fashion: Understanding the Value of Sustainability in Global Cotton Textile and Apparel Value Chains," Sustainability, MDPI, vol. 13(22), pages 1-21, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:13:y:2021:i:17:p:9976-:d:629881. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.