#5276. Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un)planned behaviour in Europes millennials

August 2026publication date
Proposal available till 12-05-2025
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
2510 $1340 $1170 $1000 $
Contract №5276.1 Contract №5276.2 Contract №5276.3 Contract №5276.4
1 place - free (for sale)
2 place - free (for sale)
3 place - free (for sale)
4 place - free (for sale)

More details about the manuscript: Arts & Humanities Citation Index or/and Social Sciences Citation Index
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 (CSR) approach condition behaviour. For fashion retailers, it suggests the strategic use of influencers to (un)consciously market sustainable garments. Its novelty is built on sustainably sustaining fashion consumption in a post-pandemic world, characterised by increased online sales.
Keywords:
(un)planned behaviour; Influencers; Millennials; Online consumer behaviour; Sustainable fashion; Trust

Contacts :
0