Abstract
There is a recognized need to study sustainability in fashion. Several studies have documented the determinants that influence fashion purchase intention. However, the determinants that influence the purchase of sustainable fashion still need to be understood, particularly those factors associated with influencers and electronic word-of-mouth. This study aimed to examine the constructs influencer credibility, influencer expertise, influencer similarity, influencer's parasocial relationship, E-WOM homophily, E-WOM expertise, trust in the influencer, trust in social media, performance expectation, consumer knowledge, environmental beliefs, brand awareness and willingness to pay more, and their effect on purchase intention. The research methodology consisted of consumer interviews that were conducted using an online platform, and structural equation modeling was used to test the research hypotheses. The results obtained indicate that consumer knowledge and willingness to pay more are the only constructs that positively affect the purchase intention of sustainable fashion.
Top1. Introduction
The goal of this study is to determine the elements of influencers and electronic word-of-mouth in social media that impact consumers’ intentions to buy sustainable apparel. Additionally, it aims to confirm the relationships between the influencers’ determinants and electronic word-of-mouth (E-WOM) and how the perceptions about sustainable fashion are affected by determinants like consumer trust, performance expectations, knowledge, and environmental beliefs, as well as how consumers perceive brands and how willing they are to pay more for sustainable clothing. Thus, the central issue of the study is “How can influencers and digital social media impact the purchase intention of sustainable fashion products?”
Key Terms in this Chapter
Fast Fashion: Is the term for the relatively recent phenomena of mass production of inexpensive, stylish apparel in big numbers that closely resembles fashions seen on the runway and in popular culture. The goal is to acquire the consumer the clothing as soon as it becomes fashionable so that they can only use it a few times before tossing it.
Influencer Similarity: Perception on whether the influencer reveals legitimate and precise information about sustainable fashion.
Sustainable Fashion: A carbon-neutral fashion sector based on equity, social justice, animal welfare, and ecological integrity may be achieved by using products, processes, activities, and actors (policymakers, brands, and consumers) who are all part of what is referred to as sustainable fashion
Willingness to Pay More: Motivation to pay a higher price for sustainable fashion products than for fast fashion products.
Trust in the Influencer: The extent to which the consumer rely on in what the influencer says about sustainable fashion.
Influencer Expertise: Measure of a customer’s likeliness to do repeat business with an organization or brand. Is a person or an organization who has expert product knowledge and influence.
Influencer Credibility: The degree to which the consumer believes that the influencer conveys information that has knowledge and experience about sustainable fashion. Someone having authority in their industry.