IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i4p3609-d1069934.html
   My bibliography  Save this article

Augmenting Sustainable Fashion on Instagram

Author

Listed:
  • Madeleine Marcella-Hood

    (School of Creative and Cultural Business, Robert Gordon University, Aberdeen AB10 7QE, UK)

Abstract

Media discourse surrounding fashion and sustainability tends to be negative, emphasising the problems that exist across the various stages of the lifecycle of a garment. Although consumers are increasingly aware of at least some of the issues surrounding fashion and the environment, research suggests that the scale and complexity of the problem causes them to feel detached and uncertain about how to adapt their own behaviour in response. This research positions Instagram as a digital media platform through which sustainable fashion is communicated and experienced through augmented fashion content. Instagram is recognised for its significant impact on visual culture, particularly within aesthetic sectors such as fashion. Recent research reveals that users have begun engaging in more serious subjects and debates on Instagram, including political, social, and environmental issues. This has brought about opportunities for new voices who are championing sustainable fashion in its variety of manifestations. An open qualitative analysis was carried out using the hashtag #SustainableFashion to uncover themes relating to the types of content, stakeholders, and mechanisms that are being used to augment sustainable fashion on Instagram. The findings reveal a positive community of content creators—including vintage enthusiasts, designers, makers and brands—who are using the hashtag regularly to share proactive content in the form of specific, targeted messages around sustainable fashion solutions. The aim was to uncover the discussions that are taking place right now and provide grounding for future work in this area.

Suggested Citation

  • Madeleine Marcella-Hood, 2023. "Augmenting Sustainable Fashion on Instagram," Sustainability, MDPI, vol. 15(4), pages 1-16, February.
  • Handle: RePEc:gam:jsusta:v:15:y:2023:i:4:p:3609-:d:1069934
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/4/3609/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/15/4/3609/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. May McMaster & Charlie Nettleton & Christeen Tom & Belanda Xu & Cheng Cao & Ping Qiao, 2020. "Risk Management: Rethinking Fashion Supply Chain Management for Multinational Corporations in Light of the COVID-19 Outbreak," JRFM, MDPI, vol. 13(8), pages 1-16, August.
    2. Bálint Kádár & János Klaniczay, 2022. "Branding Built Heritage through Cultural Urban Festivals: An Instagram Analysis Related to Sustainable Co-Creation, in Budapest," Sustainability, MDPI, vol. 14(9), pages 1-16, April.
    3. Bo Zhang & Yaozhong Zhang & Peng Zhou, 2021. "Consumer Attitude towards Sustainability of Fast Fashion Products in the UK," Sustainability, MDPI, vol. 13(4), pages 1-23, February.
    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. Chih-Hung Hsu & An-Yuan Chang & Ting-Yi Zhang & Wei-Da Lin & Wan-Ling Liu, 2021. "Deploying Resilience Enablers to Mitigate Risks in Sustainable Fashion Supply Chains," Sustainability, MDPI, vol. 13(5), pages 1-24, March.
    2. Radka MacGregor Pelikánová & Tereza Němečková & Robert K. MacGregor, 2021. "CSR Statements in International and Czech Luxury Fashion Industry at the Onset and during the COVID-19 Pandemic—Slowing Down the Fast Fashion Business?," Sustainability, MDPI, vol. 13(7), pages 1-19, March.
    3. Fang, Da & Guo, Yan, 2022. "Flow of goods to the shock of COVID-19 and toll-free highway policy: Evidence from logistics data in China," Research in Transportation Economics, Elsevier, vol. 93(C).
    4. Priom Mahmud & Sanjoy Kumar Paul & Abdullahil Azeem & Priyabrata Chowdhury, 2021. "Evaluating Supply Chain Collaboration Barriers in Small- and Medium-Sized Enterprises," Sustainability, MDPI, vol. 13(13), pages 1-28, July.
    5. Chuanlan Liu & Jeremy M. Bernardoni & Zhongjie Wang, 2023. "Examining Generation Z Consumer Online Fashion Resale Participation and Continuance Intention through the Lens of Consumer Perceived Value," Sustainability, MDPI, vol. 15(10), pages 1-18, May.
    6. Luigi Leclercq-Machado & Aldo Alvarez-Risco & Romina Gómez-Prado & Berdy Briggitte Cuya-Velásquez & Sharon Esquerre-Botton & Flavio Morales-Ríos & Camila Almanza-Cruz & Sarahit Castillo-Benancio & Mar, 2022. "Sustainable Fashion and Consumption Patterns in Peru: An Environmental-Attitude-Intention-Behavior Analysis," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    7. Oliver Kesar & Daniela Soldić Frleta & Ivana Matušan, 2023. "Investigating Residents and DMO’s Co-Creation Relationship: The Case of Co-Organizing a Medieval Summer Festival," Sustainability, MDPI, vol. 15(2), pages 1-13, January.
    8. Beata Milewska & Dariusz Milewski, 2022. "Implications of Increasing Fuel Costs for Supply Chain Strategy," Energies, MDPI, vol. 15(19), pages 1-14, September.
    9. Silva, Emmanuel Sirimal & Bonetti, Francesca, 2021. "Digital humans in fashion: Will consumers interact?," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    10. Larissa Batrancea, 2021. "The Nexus between Financial Performance and Equilibrium: Empirical Evidence on Publicly Traded Companies from the Global Financial Crisis Up to the COVID-19 Pandemic," JRFM, MDPI, vol. 14(5), pages 1-12, May.
    11. Manoela Lawall Radtke & Stefânia Ordovás de Almeida & Lélis Balestrin Espartel, 2022. "What Brought Me Here? Different Consumer Journeys for Practices of Sustainable Disposal through Takeback Programmes," Sustainability, MDPI, vol. 14(9), pages 1-25, April.
    12. Marie Stenton & Veronika Kapsali & Richard S. Blackburn & Joseph A. Houghton, 2021. "From Clothing Rations to Fast Fashion: Utilising Regenerated Protein Fibres to Alleviate Pressures on Mass Production," Energies, MDPI, vol. 14(18), pages 1-18, September.
    13. Evangelia Ktisti & Leonidas Hatzithomas & Christina Boutsouki, 2022. "Green Advertising on Social Media: A Systematic Literature Review," Sustainability, MDPI, vol. 14(21), pages 1-25, November.
    14. El-Awady Attia & Ali Alarjani & Md. Sharif Uddin & Ahmed Farouk Kineber, 2023. "Determining the Stationary Enablers of Resilient and Sustainable Supply Chains," Sustainability, MDPI, vol. 15(4), pages 1-23, February.
    15. Meng, Lin & Lv, Wangyong & Yuan, George Xianzhi & Wang, Huiqi, 2023. "The dynamic risk profiles and management strategies in supply chain coopetition under altruistic preference," International Review of Financial Analysis, Elsevier, vol. 90(C).
    16. Ruohan Wang & Qingjin Wang & Renbo Shi & Kaiyun Zhang & Xueling Wang, 2023. "How the Digital Economy Enables Regional Sustainable Development Using Big Data Analytics," Sustainability, MDPI, vol. 15(18), pages 1-16, September.
    17. Siti Hasnah Hassan & Jasmine A. L. Yeap & Nabil Hasan Al-Kumaim, 2022. "Sustainable Fashion Consumption: Advocating Philanthropic and Economic Motives in Clothing Disposal Behaviour," Sustainability, MDPI, vol. 14(3), pages 1-17, February.
    18. Xiaoqian Lu & Tong Sheng & Xiaolan Zhou & Chaohai Shen & Bingquan Fang, 2022. "How Does Young Consumers’ Greenwashing Perception Impact Their Green Purchase Intention in the Fast Fashion Industry? An Analysis from the Perspective of Perceived Risk Theory," Sustainability, MDPI, vol. 14(20), pages 1-17, October.
    19. Wadim Strielkowski & Andrey Vlasov & Kirill Selivanov & Konstantin Muraviev & Vadim Shakhnov, 2023. "Prospects and Challenges of the Machine Learning and Data-Driven Methods for the Predictive Analysis of Power Systems: A Review," Energies, MDPI, vol. 16(10), pages 1-31, May.
    20. Sae Eun Lee & Kyu-Hye Lee, 2024. "Environmentally sustainable fashion and conspicuous behavior," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-10, December.

    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:15:y:2023:i:4:p:3609-:d:1069934. 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.