#5281. Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un)planned behaviour in Europes millennials

September 2026publication date
Proposal available till 11-06-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Marketing;
Places in the authors’ list:
place 1place 2place 3place 4
FreeFreeFreeFree
2350 $1200 $1050 $900 $
Contract №5281.1 Contract №5281.2 Contract №5281.3 Contract №5281.4
1 place - free (for sale)
2 place - free (for sale)
3 place - free (for sale)
4 place - free (for sale)

Abstract:
This study explores if, how and through what channels millennials sustainability values translate into action when it comes to fashion garments. By testing a research model on 448 European millennials, it contrasts extant theories of planned behaviour, finding that purchase intent is often guided by unintentional, non-linear processes wherein trust in intermediaries such as celebrity influencers, rather than the fashion retailers’ corporate social responsibility approach condition behaviour.
Keywords:
(un)planned behaviour; Influencers; Millennials; Online consumer behaviour; Sustainable fashion; Trust

Contacts :
0