Publication

Abstract : The link between Lifestyle of Health and Sustainability (LOHAS) consumer behavior and social media influencers (SMIs) in the domain of sustainable fashion is a significant area of study. This research paper aims to explore the importance and influence of SMIs in driving the purchasing intent of Indian LOHAS consumers within the sustainable fashion segment. Using snowball sampling, data was collected from 700 respondents in South India. The findings reveal a significant correlation between influencer importance and influence on the LOHAS consumers. While influence and importance of SMIs do not directly impact purchase intention, significant effect of the “sustainability and environment friendliness” trait of LOHAS consumers on purchase intention is seen. Respondents were further classified into clusters based on their attitudinal traits toward sustainable fashion choices. These findings underscore the symbiotic relationship of consumers and SMIs to promote consumers’ understanding of ethical principles and their inclination to buy ethically sourced fashion goods. The findings of this study have the potential to contribute to the development of consumer awareness initiatives aimed at promoting sustainable fashion practices. The results accentuate the requirement for adopting SMI partnerships to pilot the sustainable fashion drive forward.