Testa, Danielle Sponder; Bakhshian, Sonia; Eike, Rachel - In: Journal of Fashion Marketing and Management: An … 25 (2021) 4, pp. 569-584
Purpose: The purpose of this study was to explore drivers of consumer engagement with sustainable fashion brands on Instagram to specifically answer the research question: what drives popularity of sustainable fashion among digital consumers? Design/methodology/approach: Twenty-five global...