Social Media Influencers Educating Consumers on Sustainable Fashion

The paper examines how social media influencers (SMIs) within sustainable fashion educate their followers. By drawing on literature on sustainability education and netnographic data, we identify several knowledge domains to which the SMIs contribute. The findings extend understanding of how sustainable consumption can be facilitated through social media.


Nina Mesiranta, Elina Närvänen, Roosa Luukkonen, and Ines Kaivonen (2021) ,"Social Media Influencers Educating Consumers on Sustainable Fashion", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 87-90.


Nina Mesiranta, Tampere University
Elina Närvänen, Tampere University
Roosa Luukkonen, Tampere University
Ines Kaivonen, Tampere University


NA - Advances in Consumer Research Volume 49 | 2021

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