Investigating the Role of Social Networking Sites in Creating Consumer Demand for Environmentally Sustainable Apparel: An Exploratory Study
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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The purpose of this exploratory study is to initiate the investigation as to whether or not SNS may be a potential mechanism for increasing consumer demand for environmentally sustainable apparel. This exploration focuses on identifying consumer characteristics of social networking site users and investigating whether differences in consumer knowledge about environmental issues in apparel production leads to differences in attitudes about and ultimately purchase intentions of ESA. This study also examines whether or not the presence of social influence on SNS may serve as a mechanism to overcome the barriers (knowledge and attitudes) limiting consumer demand for ESA.