Status : Verified
| Personal Name | Duran, Marie Bianca D. |
|---|---|
| Resource Title | The perception of Filipino consumers on social media influencer marketing of sustainable fashion in the Philippines |
| Date Issued | 4 June 2025 |
| Abstract | Social media has evolved into a key platform not only for self-expression and social interaction but also for online commerce, with brands increasingly relying on influencer marketing to reach consumers. Social media influencers with large followings often promote products and services while sharing personal insights and content. In the Philippines, however, awareness and understanding of sustainable fashion remain limited and varied among consumers. Using a correlational quantitative research design, this study investigated how social media influencers’ promotion of sustainable fashion affects Filipino consumers’ brand attitude, purchase intention, and awareness. Data were gathered through an online survey with 101 Filipino Gen Z (18-27 y.o.) and Millennial (28-42 y.o.) respondents, selected using a non-probability snowball sampling technique. Findings revealed that while 79.2% of the respondents were aware of sustainable fashion, their understanding of its core principles and sub-categories – such as ethical, slow, circular, and conscious fashion – varied significantly. Social media platforms such as Instagram, TikTok, and Facebook emerged as primary sources of information on sustainable fashion, with content perceived as honest, educational, and visually engaging considered most effective in promoting sustainable fashion. Specific elements like personal storytelling, visual appeal, and informative posts were found to moderately influence brand attitude and purchase intentions. Respondents expressed the strongest inclination to support sustainable fashion when influencers demonstrated genuine advocacy and shared educational content. These findings suggest that social media influencers are instrumental in raising awareness and shaping positive perceptions of sustainable fashion. However, their influence on consumer behavior is contingent on content authenticity and relevance, underscoring the importance of thoughtful influencer collaborations in supporting |
| Degree Course | Bachelor of Science in Clothing Technology |
| Language | English |
| Keyword | Internet personalities; Social media influencers; Sustainable fashion; Influencer marketing; Sustainable fashion brands; Brand attitude; Purchase intention; Fashion—Environmental aspects |
| Material Type | Thesis/Dissertation |
Preliminary Pages
647.22 Kb
Category : F - Regular work, i.e., it has no patentable invention or creation, the author does not wish for personal publication, there is no confidential information.
Access Permission : Open Access