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Digital market behavior regarding sustainable fashion: Case study of spanish influencers

Abstract:

This research aims to examine the role played by some women’s clothing fashion influencers in Spain in promoting sustainable brands with initiatives based on the circular economy. For this purpose, a quali-quantitative content analysis was carried out on 15 vídeos in the Haul category of the three main Spanish YouTubers in the fashion category, having as criteria of analysis the promotion or collaboration with sustainable fashion brands or those that promote a discourse in favor of the environment. Among the main results we can highlight that there is no direct correlation between the presence of environmentally sustainable clothing in the vídeos and their interaction index (reproductions, likes and comments). Neither was there any evidence in the vídeos analyzed that the Youtubers expressly indicated which brands had environmentally responsible practices. It is concluded that brands should include in their commercial agreements with influencers the obligation to point out that the apparel is manufactured with environmentally responsible practices, not only to improve their public exposure, but also to pressure other companies in the sector to follow the path of sustainable production.