An Exploration into How the Use of Influencer Marketing Can Help Promote sustainable fashion to Generation Z

O'Dowd, Aine (2022) An Exploration into How the Use of Influencer Marketing Can Help Promote sustainable fashion to Generation Z. Masters thesis, Dublin, National College of Ireland.

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Abstract

Social Media Influencers are known for their impressionable status among Generation Z (Gen Z), and their successful promotional motivations (Zac and Hasprova, 2019), particularly through the promotion of fast fashion outlets. This is influencing Gen Z to purchase fast fashion from cheap online retailer outlets, which is contributing to global warming (Lang and Armstrong, 2018).

Gen Z are now the last generation to help reverse damage caused by global warming. There is a huge demand for wanting to take part in sustainability, but lack of knowledge on how among 54% of Gen Z (First Insights, 2020).

This report examines the potential relationship of influencer marketing promotion of sustainable fashion to Gen Z. The report will examine the willingness of Gen Z to engage in sustainable fashion purchasing, followed by discovering sustainable fashion marketing tactics promoted by influencers, impressionable to the Generation in question.

This report may in hopes include vital insights for fashion brands and influencers who are associated with sustainable fashion. The researcher would like to see a permanent changing, growing sustainable fashion from a trend to a lifestyle choice.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Loughnane, Gerard UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Advertising > Endorsements in advertising H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Tamara Malone
Date Deposited:	13 Apr 2023 15:54
Last Modified:	13 Apr 2023 15:54
URI:	https://norma.ncirl.ie/id/eprint/6449

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