| Abstract | The traditional fashion industry, known for its mass production and emphasis on profitability, has faced increasing criticism for its environmental impacts. This thesis examines the role of social media in lessening these environmental concerns by promoting the adoption of sustainable luxury fashion (e.g., resale or pre-owned fashion). Through a comprehensive literature review, we explored key concepts such as the circular economy and sustainability initiatives in the fashion industry in addition to the influence of social media on consumer behavior. An experiment was conducted to examine the effect of influencer promotion (in the form of a sponsored post on a social media platform) on the adoption of pre-owned luxury fashion. The findings showed no difference in the purchase of pre-owned luxury items between an influencer-sponsored post and a post promoted by regular consumers (i.e., a non-sponsored post). However, further analysis revealed that individuals who were active users of TikTok and Pinterest were less likely to buy pre-owned luxury fashion when it was endorsed by influencers. We also found that these users perceived a brand as more trustworthy and reliable overall when products were featured in a non-sponsored post. Our work offers practical implications for marketing managers by highlighting the importance of platform-specific strategies and the value of brand authenticity in promoting pre-owned luxury fashion. |
