The New Fashion Consumer

This study analyzes how social media has democratized the fashion industry, impacting millennial consumer behaviour. It explores concepts such as the power of influencers, and two behaviours affected by social media: impulsive buying and overconsumption. There were 212 survey participants that were asked about their usage of social media, knowledge of the fashion industry, relationship with influencers, their impulsive buying habits, and recognition of overconsumption. This research reveals the negative relationship between social media and its impacts on the environment. It confronts the chain link reaction that social media is causing where impulsive buying leads to overconsumption and how this affects the environment negatively. However, this study contributes to the growing realization of how important sustainable fashion is for current and future consumers. Thus, this research brings light to new conversations that can be further explored regarding sustainable fashion.