THE ROLE OF SOCIAL MEDIA INFLUENCERS IN SHAPING CONSUMER AWARENESS OF SUSTAINABLE APPAREL BRANDS: EVIDENCE FROM NAVI MUMBAI REGION

DOI: https://doie.org/10.65985/APER.2026909361

Authors:

Rashmeet Kaur Ajmani, Dr. Rajesh Chouksey

Keywords:

Influencer marketing, influencer credibility, social media engagement, sustainable fashion, consumer awareness, digital marketing.

Abstract:

The fast growth of social media platforms has changed marketing communication, predominantly in the fashion industry. Social media Influencer marketing has developed as a powerful digital strategy and it is capable of shaping consumer perceptions and awareness. In the framework of sustainable fashion, influencers play a crucial role in making consumers aware about sustainable alternatives in apparel. The impact of influencer credibility, following intensity, and engagement on consumer awareness of sustainable apparel brands in Navi Mumbai is been studied in this study. To accomplish this, Primary data was collected from144 users of Instagram via a structured questionnaire using validated scales. After the detailed analysis of the data collected, it was discovered that, there is a strong internal consistency (α > 0.70) which was confirmed by reliability analysis. It was revealed in the multiple regression analysis that the model significantly predicts consumer awareness (R² = 0.871, p < 0.001). Furthermore, the findings suggests that social media influencers play a significant role in enhancing awareness of sustainable apparel brands. The study also provides suggestions for digital marketers, sustainable fashion brands, and policymakers in improving their strategies of sustainable fashion consumption.

PDF