Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2024 Annual


SUSTAINABLE PRODUCT POSTS by FASHION BRANDS on INSTAGRAM: CONSUMER ENGAGAMENT AND MODERATORS
(A2024-118632)

Published: May 28, 2024

AUTHORS

Feray Adiguzel, Nottingham Trent University; carmela donato, University G. d'Annunzio of Chieti Pescara; Ada Maria Barone, Goldsmiths, University of London

ABSTRACT

To enhance the understanding of consumer engagement with sustainability content posted by brands on Instagram, this study examines how messages based on different types of product sustainability (organic, repurposed, sustainable alternative, and generic) influence customer engagement (e.g., likes and comments) by simultaneously exploring message appeal (functional and emotional). We coded the sustainable product related content of 2250 Instagram posts across 53 fashion brands. Findings indicated that sustainable fashion brands that are promoting a repurposed product should not engage their customers using only emotional appeals but should use functional appeals. Moreover, they should use functional appeals for sustainable alternative and organic products, and emotional appeals for generic products. Finally, customers engage the most with post about sustainable alternative products and then with post about organic products.