Keywords: Fast fashion, Social media, Theory of planned behavior, Sustainable apparel, MagazinesĪlthough the effect of generation on perceived corporate social responsibility, purchase intention and brand trust is not well documented, and theoretical explanations have been inconsistent. Originality/value – This study is one of the first to examine the potential of different media to promote More young social media users to their social media pages. Sustainable apparel brands should consider attracting Practical implications – The present study hints at the importance of social media to affect youngĬonsumers’ intentions to buy sustainable apparel. Actual behavior was not addressed and needs to be included in further research.
The cross-sectional study design limits the ability to draw conclusions
Research limitations/implications – Results should be generalized with caution as the current study relied Specialized magazines did not predict the Turn, attitudes, descriptive norms, and self-efficacy beliefs predicted the intention to buy sustainable apparel.įashion magazines predicted the intention through self-efficacy. Social norms, and self-efficacy beliefs may explain these relationships.ĭesign/methodology/approach – A cross-sectional survey study was conducted among 681 young adultsįindings – Exposure to social media content of sustainable organizations, eco-activists, and sustainableĪpparel brands, and social media content of fashion bloggers and fast fashion brands predicted respondents’Īttitudes, descriptive and subjective norms, and self-efficacy beliefs regarding buying sustainable apparel. Purpose – Using the theory of planned behavior, the purpose of this paper is to examine the relationshipsīetween different types of media and the intention to buy sustainable apparel and test whether attitudes,
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