Report on Sustainable consumption and fashionable Millennials: Examining the effects of social circle, self-identity and materialistic values on social media influencers and their followers’ consumption practices

 Systematic Literature Review by using PRISMA Approach:

Systematic reviews provide accurate overviews of the research topics written and uncovered. In large areas of research where numerous publications focus each on a broad aspect of the specific topic are particularly helpful. To make this process objective and measurable, all research methods must be implicitly specified before the analysis is successfully carried out (Parris & Peachey, 2013).To conduct a systematic review, Okoli & Schabram, (2008) a three-step preparation, execution, and reporting method have followed the numerous scholars who have defined systematic literature analysis through a Prisma approach. The authors note that comprehensive search strategy literature helps readers to understand more when and why this analysis is undertaken. The last step in the analysis is the report that sums up the results. The purpose of the systematic literature review is to provide an outline of the entire subject with its different sub-zones and to evaluate outcomes for each subject outside the study boundaries. The systematic review synthesis is therefore in line with our goal of research. For several years the fashion industry has become the subject of researchers. Interest in this area evolved primarily as the global background became more and more complicated. Within these trendy markets, participants need to be agile and sensitive, and this ensures that trends shift rapidly.

Before start the literature review, I want to discuss my methodology of how I choose articles for a systematic literature review. In this study, data collection and literature are analyzed using a Prisma approach. Prisma is a systematic approach to documentary research that can "reduce distortions in the inclusion or exclusion of studies by reducing the amount and extent of transparency of the evaluation." The approach consisted of three main steps: planning, examination, or testing and the last one is reporting. My analysis approach was Prisma because, when we obtained information during the study, we categorized and updated the scheme instead of trying to use an empirical method in advance. The first step was to identify the keywords through the selection of studies on our topic. We also defined the year 2010 as a starting point and followed the papers until 2019 to focus on the latest products from the innovative retail industry in the fashion industry. Work in this area is fairly recent and growing. For example, before 2010 keyword analysis did not find publications in the fashion industry on sustainable retailing. We, therefore, assume that all applicable publications in this field are covered in the period from 2010 to 2019. Since the aim of this article is to review all the papers on sustainable trade in fashion commerce, the researchers have chosen search words that span both sustainability and retail sectors (retail OR business).

In the titles, exact search the keywords or use keywords for reading abstracts in the Scopus catalog, the search terms have been closely checked. A full academic resource is the Scopus database. This includes a significant variety of academic papers, both interdisciplinary and peer-reviewed. There are also many specialized journals on sustainability in the Scopus database, for example. B. Sustainability to be found in the study. The research deleted thoughts, conference papers, and the working papers that are not related to context exactly, many of articles based on book reviews other related to remarks, also deleted the publications that based in journals reviewed by peers.

1022 research articles were produced in the first step. This research reduced, in a second point, the original list of 512 papers by analyzing the importance of the fashion industry's abstract and detailed text using common keywords Use “(Sustainable OR sustainability OR Green OR Eco AND Fashion OR apparel) and by unselecting the items focussing on certain sectors. In the third step, 320 research papers have been omitted in materials sciences, electronics, vitality, sculptures and humankind, cultivation and life disciplines, Biology, drug, arithmetic and earth, and planetary geology. In the third step, the authors selected that use “(consumption OR consumer OR purchase) related articles. As a result, in the fourth step, 193 remaining articles that researchers review closely and remove the articles that are not in the context of sustainability. In the end, only 47 research articles were final for the systematic literature review.

The researcher carefully read the 47 chosen complete texts in the fifth phase to guarantee that the papers concentrate on sustainable retail in the fashion industry, relevant to marketing, consumer behavior, or sustainability. As not related to the fashion industry, organization, management, and sector, retail, or sustainability, In the last 47 review papers, the taxonomic scheme of this analysis was described and collected.

Figure 1 displays the comprehensive review process, which demonstrates how the review process was shaped by this analysis.

Figure 1: Chart of the systematic literature review

The following section discusses the most important aspects of the study. The researcher chose search words for both sustainability (sustainability OR durability) and market areas (OR shopping) as well as consumers, purchaser related aspects as this report seeks to update some of the papers on Sustainable Retailing in the fashion industry. In the titles, keywords, or summaries in the Scopus database, the search terms have been carefully checked. A full academic resource is the Scopus database. It provides a wide range of academic articles including multidiscipline and pairs and is used by numerous systematic analyses. There are also many specialized journals on sustainability in the Scopus database, for example. B. Sustainability to be found in the study. The research removed opinions, session papers, review papers, other related to book reviews and remarks, and based on publications in journals reviewed by peers.

The paper citations indicate that the 47 research papers came from 19 states. We estimated the number of papers by the country associate author for each country. For example, Johnsen et al.'s three authors are from Italy, the United Kingdom, and France. All release numbers come from Johnsen et al., Germany, France, and the United States. Four scholars from South Korea, Lee et al. have both. Lee et al. are one of the South Korean publications. This measure refers to the way Scopus measures the number of country publications.

Figure 2: Overview for journal country that selected

As Figure 2 shows, the most important work, led by Denmark, many from Sweden, Australia also focused on fashion sustainability, Brazil and Germany, was carried out by the United Kingdom (including mainland China focused on marketing, Hong Kang and Taiwan focussed on social media influence on fashion industry), and the United States.

Figure 3: Overview of the research articles published by the journal

Sustainable Fashion of the Sustainable consumption and fashionable Millennials Examining the effects of social circle, self-identity and materialistic values on social media influencers and their followers’ consumption practices

Sustainable fashion deals with the process and movement of the fostering change in the products related to fashion and also fashion system towards a proper place.

The International Institute for Sustainable Development describes sustainable growth, such as the implementation, in the future, and concurrently, of 'business policies and practices that fulfill the needs of the enterprise and its stakeholders. The sustainability business has been increasingly important in a variety of fields (Muthu, 2019). Sustainable fashion industries are one of the many areas that have drawn the interest of researchers and professionals in recent years, as a result of the growth of supply chains in contemporary business processes.

For several years the fashion industry has become the subject of researchers. Interest in this area evolved primarily as the global background became more and more complicated. Within these trendy markets, participants need to be agile and sensitive, and this ensures that trends shift rapidly. Because retailers are at the bottom, they are agile and open to the supply chain. The end of the retail sector thus plays a bigger role in survival in the apparel industry than in any other sector. Sustainable retailer includes two essential strategies: green transport related to the sale of coal and renewable goods (Lundblad & Davies, 2016).

This latest literature analysis covers reviews of global models in sustainable retail fashion, best strategies for sustainable development or sustainable retailing patterns and possibilities in sustainable fashion or social media impact. Management analyses of these research articles outline the findings of the recent studies and offer recommendations for competitive policies and activities for the fashion online market. Furthermore, this paper proposes a thorough study of the geological, economic, and social trade-offs of retail activities. Leaders of multinational fashion firms will look at geographical disparities between developing and developed countries (Bhardwaj & Fairhurst, 2010).

Sustainable fashion consumption of the Sustainable consumption and fashionable Millennials Examining the effects of social circle, self-identity and materialistic values on social media influencers and their followers’ consumption practices

The goal and behavioural difference need to be clarified to recognize sustainable consumption. Sustainable consumption is commonly described as the usage of products and services that satisfy essential requirements and have a higher quality of life and at the same time reducing the use of natural resources, hazardous materials and pollution of waste and contaminants over the lifecycle does not jeopardize the requirements of subsequent generations (Manchiraju, 2014). In recent years, Sustainable fashion has received widespread interest from scholars and professionals alike, in line with the importance given to sustainability. The sustainable clothing industry has been rising steadily last year (Choi, Lo, Wong, Yee & Chan, 2012). As a result, apparel producers and distributors are keen to appeal to this rising market category. (Lundblad & Davies, 2016).

Within customer research and neuroscience, a variety of behavioural theories have commonly been developed for interpreting individual [consumption] behaviours (McNeill & Moore, 2015). However, fostering modifications in fashion consumption is difficult because so many factors are part of the consumer choice-making process (Cervellon, Carey & Harms 2012; Lundblad & Davies, 2016). Recognizing the critical role of consumers in SCP, this research describes sustainable clothing consuming behaviours as a set of activities that customers participate in to reduce their social and environmental effects on their clothing consuming choices. Globalization has added enormously to the rising trend in excessive consumption in apparel by the quality of fashion to the extent where it is rapidly being viewed as a disposable product (Bly, Gwozdz & Reisch, 2015). In recent years, several retail companies have used a quick fashion market model marked by fashionable trends featuring inexpensive prices and poor quality fabrics. This culminated in the needless dumping of suitable garments in landfill sites. Companies often encourage socio-psychological gains (e.g., joy, actualization-fulfilment) synonymous with excessive sales of cloths around the world (Bhardwaj & Fairhurst, 2010). While more retail companies (e.g. Patagonia) have begun to encourage sustainability in several ways (e.g. usage of recycled materials; environmentally conscious sourcing). Moreover, Sustainable fashion is still a common societal standard, particularly among young customers who are not informed of the negative impacts of this overconsumption (Kunz, Karpova & Garner, 2016).

Sustainable Fashion Consumers of the Sustainable consumption and fashionable Millennials Examining the effects of social circle, self-identity and materialistic values on social media influencers and their followers’ consumption practices

With customers more mindful of the environment than ever before, it is no wonder that sustainability became a common theme in the design industry (Joy, Sherry, Venkatesh & Wang, 2012). A decent quality is no longer necessary to gain the consumer's approval. Shoppers want more than just price, always searching for goods and labels that suit their values (Schrotenboer, 2013). Sustainable design does not seem like a perfect combination, fashion's trend-driven methods of pressuring us to purchase new items every season, while sustainability is telling us to quit, but many companies are enhancing their company with environmentally friendly practices. Moreover, there is also some information related to different kind of slow-fashion movements. This shows that due to slow production of such clothes consumers are not able to get products on time. Due to this, trend will be changed after some time.  Reformation is one of the top brands. These activities certainly draw a more prosperous audience, so it's good to show off (Cervellon, Carey & Harms 2012). Many experts found that organic products would benefit from marketing and branding. While they are usually profit-making businesses, he notes, with a legitimate environmental base, non-profits are more likely to be affiliated with such labels. That, in effect, is expected to bring value to environmental statements (Cline, 2013). It is important to note that new concepts in sustainable fashion emerge every day. Many of the most common examples are 'late fashion' in comparison to 'hot fashion,' used to characterize sluggish production methods and the resulting goods. Slow fashion is, in many instances, made by skilled craftsmen and is labeled 'artisan fashion' one word that is part of the broader definition of sustainable design (Connell, 2010). Circular fashion defines all technologies that will enable the industry to manufacture fashion items from recycled materials. Recycle, reuse, and contribute to the fashion production method, in a revolving or opened-loop operation (Cline, 2013). 'Circular fashion' defines all technologies that will enable the industry to manufacture fashion items from recycled materials. Recycle, reuse, and contribute to the fashion production method, in a continuous or opened-loop operation. Similarly, 'upcycled design' aims at apparel created from recycled parts produced through the production phase. 'Conscious fashion' is another recent concept that has arisen, both in terms of customer demand for sustainable fashion and in terms of the preference of designers to be responsible and fair in their production and content use (Edbring, Lehner & Mont, 2016).

 Young Millennial Sustainable Fashion Consumers

In this section, there is proper discussion about the motivation and barrier regarding buying sustainable products. Over the last decade, the informed customer has seen a drastic change, worrying not only about the consistency and worth of the final product but also about how it came to the shelf — where the products come from, who made it, and in what circumstances. The first barrier is related to drive to learn the history of consumer products has extended to apparel, and young consumers are pushing retailers to think about what they do and what they are doing. Generations Z and Y (aka millennials) are a rising factor in the purchasing power of the world economy (Fletcher, 2010). Millennials compensate for around a quarter of the world's workforce, and estimates show that Gen Y and Z shows strength is high and increasing. But fashionable apparel obviously arrives at a higher price point owing to a commitment to ethically manufactured materials, careful manufacturing practices, better production conditions, and better wages for employees (Harris, Roby & Dibb, 2016). If the total expense of an eco-friendly good is around $80 (at the lower end), young people still have little alternative but to buy elsewhere. Young adults are still in the trend process of having to rock the new looks — and change their clothes on a regular basis. They really have no way of talking about purchasing higher-quality (read: more costly) clothes and holding them for a long time. About 100% of domestic fabrics and garments may be recycled, irrespective of cost, or circumstance,

Mature Sustainable Fashion Consumers

Fashion consumers are often related to the representation of personality-identity and therefore though classes of fashion buyers will buy nearly similar items, it is necessary to consider their desires and motives in order to produce and sell products effectively. Over the years, the advanced apparel customer has been researched as a generational demographic category in order to recognize the desires of this strong user community (Shen, Richards & Liu, 2013). A paradigm-study of customers over 65 showed that older US clothing buyers are less cost of production-sensitive and more trend-conscious than younger adult apparel customers, though investing the same volume. Fashion is an essential to older women for a number of reasons; one study showed that fashion engagement improved actualization-esteem by improving social involvement The discrepancies among fashion customers are not confined to purchasing power and the intent of shopping (Reiley & Richards, 2013). Older customers also search for specific items.

Social Media and opinion leader effects on sustainable fashion consumption

It's no surprise that social networking controls certain aspects of existence as we know it. As mentioned above, social media has grown rapidly over the last decade over the general. To say that perhaps the market has plummeted would be an overstatement, it has entirely pioneered the world in which we live (Han, Seo & Ko,2017). As for so many campaigns and patterns, social networking is a venue for discussion and knowledge exchange. In the previous story, we saw trends erupt on social networks, and new models seem to take off instantly (Ritch & Schröder, 2012). With respect to fashion use and social networking in Oxford, it seems as though Oxford may be an outlier. Statistically speaking, Oxford is a tiny, southeastern, college town; thus, it may not reflect the United States as a whole, and any assumptions drawn will not extend to the whole apparel retail continuum. For the nearly 16,000 graduates, 55% are women and almost 37% of the student population is out-of-state (Jung & Jin, 2016). This trend of immediate exposure to fashion and a continuous connection between businesses and customers through social networking is further proof of an increasingly global economy and the ability of technology to link the globe (Reiley & Richards, 2013). Fashion business groups can be classified as opinion leaders and fashion followers (Reiley & Richards, 2013). Opinion leaders are the first to continue to wear new fashion trends, convincing others to follow. Research shows that opinion leaders are different in many consumer habits, along with their assessment and buy of products (Reiley & Richards, 2013). Fashion leadership is especially relevant in the creation of sustainable apparel that is viewed as fashionable. It has been observed that fashion leaders will not be ready to buy sustainable apparel that is already affordable. "Can't be innovatively trendy yet or gray isn't the new black anymore"(Roberts, 2014).

Materialism and Fashion Sustainable Consumption

Materialism is drawn from Belk's Expanded Theory, which clarifies how objects can be part of our notions of selves and personality, which, in effect, stimulates the desire for stuff in terms of gender quest, selves-presentation and aesthetics use (Yeniaras & Akkemik, 2017). Fashion apparel activities are often known as a way for individuals to convey their own appearance and personality as well as the moral and social values. The value of knowing fashion knowledge stems from either the literature that has shown that non-existing interest in apparel can increase customer receptiveness to brand promotion (Joung, 2013). Powerful materialistic ideals empower customers to use their belongings as a means of communicating or signal to others allow consumers to boost their social position by purchasing consumer items that represent the prestige of both people and others. The usage of material objects as a medium of communication is also accomplished by fashion goods (Reiley & Richards, 2013).

Self-concept and fashion

The person's specific self-concept may also have an effect on the personal preference for clothes. One study showed that outward career-based women with a real and perfect self-image of becoming competent preferential to wear company as costumes rather than other types of costumes (feminine, casual, collegiate) because wearing industry-like outfits enhanced their self-image (D'Souza, 2015). The interpretations in which this manufacture can make a contribution to an individual person sense about who they are. Style impacts both our self-conceptions and our innermost desires.

Social norms and Sustainable Fashion Consumption

 The sustainable fashion industry has continued to develop even in a period of economic decline. Throughout 2011, the UK ethical industry increased to £47.2 billion, with ethical consumer goods, including clothes and cosmetics, becoming the fastest rising field. When researching the societal expectations that govern how we communicate with and address the fashion industry, it is important to thoroughly understand what the business really is: economic force, the money involved, and so on (Lundblad & Davies, 2016). There is real reality, important implications and serious problems specifically relevant to the fashion industry. But this doesn't translate into the general perspective on fashion. It’s an industry this creates big waves all over the globe, so we also see it as an industry and environment that is fundamentally not to be treated seriously; one in which waste, identity, popularity, and trends dominate every kind of ecological, cultural, or economic domain (Yeniaras & Akkemik, 2017).

“Ideal Self” and sustainable fashion consumption

A variety of significant relationships between fashion, personality, and business interests have shown that people want fabric and color to make them adhere to their ideal-self-portrait. Faison's sense is influenced by attitude and situation or period (Manchiraju & Sadacha, 2014). Therefore, those who are sad at the time of color picking go for colder collars, while others who are satisfied prefer to use lighter, warmer colors. The theory of ideal self-picture congruence implies that there is a link with a person's self-esteem and his or her consumption choices. The ideal self-conformance model that combines the real self-concept and ideal self-concept elements with the brand picture to describe customer behavior.

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Bly, S., Gwozdz, W., & Reisch, L. A. (2015). Exit from the high street: An exploratory study       of sustainable fashion consumption pioneers. International Journal of Consumer        Studies, 39(2), 125-135.

Cervellon, M. C., Carey, L., & Harms, T. (2012). Something old, something used:             Determinants of women's purchase of vintage fashion vs second-hand fashion.         International Journal of Retail & Distribution Management, 40(12), 956-974.

Choi, S. M., & Rifon, N. J. (2012). It is a match: The impact of congruence between celebrity      image and consumer ideal self on endorsement effectiveness. Psychology &    marketing, 29(9), 639-650.

Choi, T. M., Lo, C. K., Wong, C. W., Yee, R. W., & Chan, T. Y. (2012). The consumption           side of sustainable fashion supply chain. Journal of Fashion Marketing and           Management: An International Journal

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Appendix Figure 1