Pregledni rad
https://doi.org/10.22598/pi-be/2025.19.1.77
SUSTAINABLE CONSUMPTION OF CLOTHING AMONG ADOLESCENTS: THE ROLE OF MARKETING COMMUNICATION ON SOCIAL MEDIA
Marija Ježovit
; Department for Innovation, Business Economics and Business Sectors, The Institute of Economics, Zagreb, Croatia
*
* Dopisni autor.
Sažetak
Purpose - The aim of this paper is to identify the determinants and mechanisms
shaping sustainable consumption of clothing among adolescents, with a particular focus
on the role of marketing communication on social media in the context of fast fashion.
Design/Methodology/Approach - The paper conducted theoretical research with the aim
of developing a new theoretical framework for shaping sustainable consumption of
clothing based on the Value-Attitude-Behaviour Model. Findings and implications - The
new theoretical framework for shaping sustainable consumption of clothing encompasses
the direct impact of attitudes toward sustainability and attitudes toward social media
marketing communication about fast fashion, as well as the indirect impact of the value
of consideration of future consequences through attitudes. Additionally, the paper
provides recommendations for designing marketing strategies, national policy strategies,
and fostering awareness and adaptation of consumer habits toward sustainable
development. Limitations - A limitation of the research is the usage of a model that does
not incorporate psychodynamic elements. Future studies could therefore consider
integrating psychodynamic theories of consumer behaviour. Originality - Consumers in
modern society are blinded by the overwhelming amount of marketing messages and often
fail to distinguish their own desires from actual life needs. As a result, they purchase
products they do not need, particularly in the context of clothing and fast fashion. This
phenomenon leads to excessive consumption, the negative consequences evident at the
societal level. A solution lies in promoting sustainable consumption of clothing,
especially among adolescents, who represent a significant upcoming market segment with
strong potential for shaping the future of society. Therefore, this paper explores the
relationship between sustainable consumption of clothing among adolescents and
marketing communication on social media, aiming to strengthen sustainable
consumption globally, reduce the impact of fast fashion, and shape a sustainable future.
Ključne riječi
sustainable consumption of clothing; adolescents; marketing communication; digital marketing; social media.
Hrčak ID:
332494
URI
Datum izdavanja:
23.6.2025.
Posjeta: 714 *