The purpose of this research is to examine the impact of sustainable fashion influencers on their followers’ attitudes and behaviors toward secondhand fashion. Specifically, the study aims to explore how the perceived authenticity and environmental commitment of these influencers affect the adoption of sustainable fashion practices, while also considering the influence of cultural factors like power distance on the effectiveness of these messages. The research seeks to contribute to a deeper understanding of how sustainable fashion influencers can drive a shift toward more environmentally responsible consumption.
The study recruited 365 participants through the Prolific platform, focusing on active social media users who follow fashion influencers. The sample was diverse in age, gender and background, with an average age of 40.08 years and an equal gender split. Participants were introduced to the concept of sustainable fashion influencers and presented with a scenario involving “Andy,” a European fashion influencer advocating for secondhand fashion. After reviewing a transcript of Andy discussing a recent secondhand purchase, participants completed a questionnaire assessing their understanding of sustainable fashion, attitudes toward secondhand fashion and perceptions of Andy’s influence.
The findings emphasize the importance of perceived authenticity in sustainable fashion influencers when promoting sustainable consumption. Consumers are more likely to adopt sustainable behaviors, such as embracing secondhand fashion, when they believe influencers are genuinely concerned about the environment. This creates a positive feedback loop, reinforcing both the influencer’s authenticity and the consumer’s sustainable choices. However, cultural factors like power distance can impact this dynamic, with status concerns sometimes overshadowing environmental motivations. Thus, cultivating authenticity in sustainable fashion influencers is vital for leveraging social influence to encourage sustainable consumption, especially among audiences receptive to genuine advocacy.
This research offers a novel perspective by investigating the role of sustainable fashion influencers in promoting secondhand fashion, a growing area of interest in sustainable consumption. While previous studies have focused on campaigns and policies to address overconsumption, this study uniquely explores the persuasive power of influencers who advocate for product reuse. By examining how perceptions of authenticity and environmental concern influence consumer behavior, this research sheds light on the effectiveness of influencer marketing in encouraging sustainable practices. Additionally, the study delves into the impact of cultural factors, such as power distance, on attitudes toward secondhand fashion, contributing new insights to the field.
