Abstract

In an internet-centered society, consumers have become aware of the industry’s strain on the environment and global ecosystem. E-commerce has followed a similar trend, as individual purchasing practices change and evolve based on this awareness. Social media outlets like Instagram and TikTok have raised awareness of sustainable practices, yet simultaneously they have given a platform for influencers to promote the next ‘it’ product. Micro-trends and ‘haul culture’ all fall within this purchasing category, where quantity is valued over quality. ‘Slow fashion’ refers to the opposite—encouraging consumers to find value and use in the products they already own. During the past decade, individuals have begun to adopt a ‘slow fashion’ lifestyle, referring to investing in high-quality items, valuing their past purchases, and repairing items when possible. As a result of conscientious media and movements such as ‘de-influencing’ and ‘slow fashion,’ consumers are increasingly aware and knowledgeable regarding the sustainability movement and its move towards eco-friendly measures. However, the focus on consumption-centered practices and influencer marketing continues to present challenges that have created barriers to accepting and promoting these ‘slow fashion’ practices. Despite these barriers, change is possible with the assistance of social media, content creators, and positive influence from influential brands. This thesis explores social media’s potential to inform consumers of sustainable practices and influence consumer purchasing power when procuring new goods.

Semester/Year of Award

Spring 2023

Mentor

Dr. Michelle Clouse

Mentor Department Affiliation

Applied Human Sciences

Access Options

Closed Access Thesis

Degree Name

Honors Scholars

Degree Level

Bachelors

Department

Applied Human Sciences

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