What is it about?
Fashion brands use Instagram to engage with consumers, but how to consumers react to messages about sustainability? It was found that consumers are most engaged with exciting and aesthetically pleasing posts; new and exciting ideas or aesthetically pleasing posts that allow them to escape the present.
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This page is a summary of: Engaging consumers with sustainable fashion on Instagram, Journal of Fashion Marketing and Management An International Journal, January 2021, Emerald,
DOI: 10.1108/jfmm-11-2019-0266.
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