This research explores how buying behaviour can be influenced by influencers on the social media platform Instagram in relation to sustainable clothing. The aim of the work is to expand sustainability in the fashion industry and incentivise change. The data collected was generated and analysed from UK consumers via an online questionnaire. The evaluation is intended to gain an understanding of the current knowledge of sustainability and to be able to compare this in connection with the influence of influencers on Instagram. The results were then compared with each other, and recognisable patterns were identified. With the help of knowledge from specialist literature, the topics were examined, and solutions for the fashion industry were proposed. As sustainability plays an increasingly important and decisive factor in the fashion industry, far-reaching solutions emerged for both consumers and companies to stimulate the sustainability movement. Through more education via influencers on Instagram, previous behavioural patterns can be changed, and new inspiration for buying environmentally conscious clothing can be created in order to protect resources and save the environment in the long term.
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