Audience engagement with Greek Instagram 'Slow Fashion' accounts: A study of the impact of slow fashion factors on consumers' intention to purchase and word-of-mouth

Abstract

Amongst the growing discourse surrounding ethical fashion, the ‘Slow Fashion’ movement has found itself at the epicenter of conversation. Characterized by sustainable, high-quality and ‘small-lined’ production, Slow Fashion is often employed by SMEs (small-to-medium-sized enterprises) who utilize social media to promote both their craft and the ethos of the movement. Regardless, it is uncertain whether this digital presence could influence audiences to consume fashion alternatively. Thus, this exploratory study investigates the path towards the commercial acceptance of Slow Fashion aiming to introduce a ‘social movement’ approach to digital engagement literature and ‘Diffusion of innovation adoption’ discourse. This is achieved through two quantitative methods; a Content analysis unveiling the frequency of Key Axes of Slow Fashion within the Instagram content of analogous Greek businesses, as well as a Survey that examines the possibility of consumer adoption of the movement in relation to these Key Axes. Finally, the study aims to provide guidance on the social media behavior Slow Fashion businesses should strive towards, alongside educating consumers and policy makers on sustainable courses of action.