Project Abstract

Abstract
The fashion industry has a significant impact on the environment, with unsustainable practices contributing to pollution and resource depletion. In response, sustainable fashion brands have emerged, offering environmentally conscious alternatives to traditional fashion products. However, promoting these brands and educating consumers about their benefits remains a challenge. Influencer marketing has gained popularity as an effective strategy for reaching target audiences and influencing purchasing decisions. This research project aims to investigate the role of influencer marketing in promoting sustainable fashion brands and increasing consumer awareness and adoption of sustainable practices. Chapter 1 provides an introduction to the research topic, background information on sustainable fashion, the problem statement, objectives of the study, limitations, scope, significance, structure of the research, and definitions of key terms. Chapter 2 conducts a comprehensive literature review on influencer marketing, sustainable fashion, consumer behavior, and the intersection of these areas. The chapter explores the effectiveness of influencer marketing in promoting sustainable products and shaping consumer perceptions. Chapter 3 outlines the research methodology, including research design, data collection methods, sampling techniques, data analysis procedures, and ethical considerations. The chapter also discusses the selection criteria for influencers and sustainable fashion brands participating in the study. Chapter 4 presents the findings of the research, analyzing the impact of influencer marketing campaigns on consumer attitudes, perceptions, and purchase intentions towards sustainable fashion brands. The chapter also examines the challenges and opportunities in implementing influencer marketing strategies for sustainable fashion. Chapter 5 concludes the research project by summarizing the key findings, discussing implications for theory and practice, and providing recommendations for future research and industry applications. The study contributes to the growing body of knowledge on influencer marketing in the context of sustainable fashion and provides valuable insights for marketers, brands, influencers, and consumers seeking to promote and support sustainability in the fashion industry. Keywords influencer marketing, sustainable fashion, consumer behavior, environmental sustainability, brand promotion, social media influencers, consumer awareness, purchase intentions, marketing strategies.

Project Overview