The Linkage Between Social Media Influence and Sustainable Fashion Consumption: Alignment with SDG12 in the Fashion Industry

This study's emphasis is on exploring the link between social media and sustainable fashion consumption in alignment with SDG 12. 380 responses were collected by using a structured questionnaire from Karnataka, examining demographic profiles, social media usage, their views on influencers, digital marketing strategies, attitude, behaviours, challenges, and sustainable consumption and its relationship was tested using Structural Equation Modeling (SEM). The results showed that social media influencers and digital marketing strategies significantly enhances sustainable fashion consumption through better consumer attitudes and behaviour where the moderating role of personal factors were also significant. It indicates that social media influencers can support SDG 12 by effectively enabling production and efficient consumption. One of the implications of the findings is that it will be useful for social media influencers in the fashion sector to embrace a diversified strategy. Future research can focus on exploring the relationships between personal, environmental, behavioral factors and sustainable fashion consumption by investigating the impact of cultural and demographic differences.