How and why sustainable content of fast fashion brands on social media can impact consumers' behaviour?

Details

Supervisors

Jupsin, Thierry

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

Fast fashion industry relies on cheap manufacturing, frequent consumption and short-lived garment use. However, this industry is still growing today. The past years, sustainability has become an important topic. The world faced long term challenges such as climate change, water scarcity, and social inequalities etc. Thus, the urge of finding a solution arise. In response, companies are trying to include sustainability in their business and are heavily communicating about their sustainable attributes on social media. Since the rise of the Web 4.0, social media is a part of our daily lives. Therefore, social media users are constantly in relation with brands, through ads. This constant information is raising doubts in the consumers’ minds. The literature about the topics of sustainability, consumers’ behaviour, and social media content is on the rise. However, there is a gap in the literature regarding the sustainable content on social media and its impact on the consumers’ behaviour. This thesis will try to fill in the gap by answering the question: « How and why sustainable content of fast fashion brands on social media can impact consumers’ behaviour? ». The literature review is focusing on fast fashion industry, sustainability, the attitude behaviour gap, and social media. A qualitative study with 15 interviewees was made. Social media users’ and women were the target of this study. The analysis helped to respond the research question.