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Exploring Social Responsibility and Social Media Engagement: The Case of Portuguese Sustainable Fashion Brands

Sara Santos (Research Centre in Digital Services, Polytechnic of Viseu, Portugal), Paulo Silva (Research Centre in Digital Services, Polytechnic of Viseu, Portugal), and Margarida Lopes (Polytechnic of Viseu, Portugal)
Copyright: © 2025 |Pages: 244
EISBN13: 9798337329383|DOI: 10.4018/979-8-3693-5395-0.ch007
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Abstract

Consumers value social and environmental responsibility today, leading fashion brands to use social media to promote sustainable initiatives and build consumer relationships. Digital platforms are essential for connecting with the brand by sharing responsible actions. Consumer behaviour is driven by motivations such as product acquisition and emotional satisfaction. Brand perception, influenced by marketing and social context, is crucial in purchasing decisions, which are increasingly made online. Creative and engaging content on social networks increases interaction with consumers. Brands' social responsibility efforts positively impact consumer trust and brand image. Such factors as consumer identity, brand experiences, and inherent characteristics such as self-esteem influence brand attachment. A research study of three Portuguese sustainable fashion brands (Le Mot, Flair by MR, Kalimera) highlights the importance of social media strategies to reach and engage the public, convert interactions into sales and build consumer confidence in sustainable brands.
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