Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025

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From Scroll to Sustainable Style: How Social Media Activities Fuel Eco-friendly Behavior and Word-of-Mouth in Fashion

Authors
Ivon Sandya Sari Putri1, *, Sri Surjani Tjahjawati1, Sri Raharso1, Ira Siti Sarah1, Veronika Elsanti B. R. Manjorang1, Sherry Novalia Fujiasti1
1Business Administration Department, Politeknik Negeri Bandung, Bandung, Indonesia
*Corresponding author. Email: ivon.sandya@polban.ac.id
Corresponding Author
Ivon Sandya Sari Putri
Available Online 31 December 2025.
DOI
10.2991/978-94-6463-938-4_44How to use a DOI?
Keywords
Eco-friendly Behaviour; Environmental Concern; Social Media Activities; Sustainable Fashion; Word-of-mouth
Abstract

This study explores how social media activities influence eco-friendly behavior and environmental concern, and how these factors affect word-of-mouth in the context of sustainable fashion. Using a quantitative approach with 591 respondents in Indonesia, data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that social media significantly impacts both eco-friendly behavior and environmental concern. In turn, these two variables positively influence word-of-mouth, indicating that environmentally engaged individuals are more likely to promote sustainable fashion. The model demonstrates moderate explanatory power, with R2 values of 0.205 for eco-friendly behavior, 0.171 for environmental concern, and 0.354 for word-of-mouth. This study extends existing theories by integrating social media engagement into pro-environmental behavior models and highlights practical implications for sustainable fashion marketing.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2025
ISBN
978-94-6463-938-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-938-4_44How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ivon Sandya Sari Putri
AU  - Sri Surjani Tjahjawati
AU  - Sri Raharso
AU  - Ira Siti Sarah
AU  - Veronika Elsanti B. R. Manjorang
AU  - Sherry Novalia Fujiasti
PY  - 2025
DA  - 2025/12/31
TI  - From Scroll to Sustainable Style: How Social Media Activities Fuel Eco-friendly Behavior and Word-of-Mouth in Fashion
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2025 (iCAST-SS 2025
PB  - Atlantis Press
SP  - 379
EP  - 387
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-938-4_44
DO  - 10.2991/978-94-6463-938-4_44
ID  - Putri2025
ER  -