The Impact of Social Media on Youth Fashion Consumption: Trends, Influencers, and Ethical Shifts

Authors

  • Darshan Darshan Unitedworld Institute of Management, Karnavati University, Gandhinagar, India.
  • Akshat Soni Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Aditya Godara Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Yash Rangani Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Milan Dhupper Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Rahul Chauhan Unitedworld Institute of Management, Karnavati University, Gandhinagar, India
  • Andino Maseleno International Open University, Gambia

DOI:

https://doi.org/10.38035/gijlss.v2i4.312

Keywords:

Social Media, Fashion Consumption, Influencers, Sustainability, Youth Behavior

Abstract

This study explores the influence of social media on the fashion preferences and purchasing behaviors of young consumers, with a focus on platforms like Instagram, TikTok, and YouTube. Social media serves as a primary source of inspiration, shaping not only fashion trends but also how young people express their identities and engage with brands. The research highlights the significant role of influencers, user-generated content, and interactive brand-consumer engagements in shaping youth fashion consumption. Additionally, sustainability and ethical fashion choices are increasingly important to young consumers, with social media providing a platform for raising awareness and encouraging responsible consumerism. The findings, based on demographic analyses (age and gender), reveal that both factors do not significantly influence participants' perceptions of social media’s impact on fashion-related behaviors, suggesting a broad, consistent effect across different demographic groups. The study provides insights into how digital platforms have revolutionized fashion marketing, empowering young consumers to make informed and socially conscious fashion choices. The research underscores the need for further exploration into how these dynamics evolve over time and across different cultural contexts, particularly with regard to niche fashion communities and the role of influencers in driving change.

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Published

2025-01-10

How to Cite

Darshan, D., Soni, A., Godara, A., Rangani, Y., Dhupper, M., Chauhan, R., & Maseleno, A. (2025). The Impact of Social Media on Youth Fashion Consumption: Trends, Influencers, and Ethical Shifts. Greenation International Journal of Law and Social Sciences, 2(4), 298–307. https://doi.org/10.38035/gijlss.v2i4.312

Issue

Vol. 2 No. 4 (2024): (GIJLSS) Greenation International Journal of Law and Social Sciences (December 2024)

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Copyright (c) 2025 Darshan Darshan, Akshat Soni, Aditya Godara, Yash Rangani, Milan Dhupper, Rahul Chauhan, Andino Maseleno

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