The Impact of Social Media Usage on Trend-Driven Clothing Purchases - Research Paper

Research conducted by Tanya Rajesh Mentored by Dr. Victoria Stout of University of Colorado, Boulder

Abstract:

Fast fashion brands utilize social media advertising to sell cheap, poorly made, and environmentally harmful products to teens and young adults. I deployed a survey to young Californians that measured online and social media usage, opinions about the fast fashion industry, and shopping and purchasing behavior (n=677). Although most participants reported opinions critical of fast fashion, self-reported purchasing behavior indicated heavy participation in the fast fashion industry. Participants who reported buying clothing because it was “trending” spent, on average, one additional hour per day on social media compared to peers who did not, demonstrating the role of online engagement in shaping fast fashion participation. This study highlights the challenges and competing priorities that teens and young adults face when it comes to their clothing choices and brings attention to the indirect environmental harm caused by high social media use.

Read my full paper here:

Tanya Rajesh - Research Paper (1).pdf

Download PDF • 232KB