The Exploration Of The Role Of Influencers Toward The Sustainable Fashion Consumption

Abstract

Despite increasing environmental awareness among the public, especially in relation to sustainable fashion, this consciousness among consumers has not translated into actual purchase. In consideration of this issue, this study investigated micro influencer characteristics that can drive consumers’ purchase of sustainable apparel amid global warming and environmental problems. To this end, the research model developed in this work was tested with 248 Vietnamese consumers. The results indicated that both Perceived Credibility and Influencer’s Reputation affect Perceived Influence on influencers, which in turn can predict their Pro-environmental Purchase Behaviors and Impulse Purchase Tendency. The study enables a more comprehensive understanding of the attitude–behavior gap in sustainable fashion. It also contributes to academic knowledge about micro influencers and their roles in promoting sustainable products. Finally, the empirical findings serve as bases for future research in the sustainable manufacturing industry and offer marketers and retailers guidance on strategizing for the development and sale eco-friendly clothing.