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Sustainably sustaining (online) Fashion consumption: Using influencer to promote sustainable (un)planned behaviour in Europe’s millennials

A large percentage of consumers demanding sustainable products, are millennials. This study explored the consumption patterns of this generation across the European continent. The theoretical framework of this research paper is based on how online retailing and digital technologies have come to influence consumers’ behaviours. This research also considers how the COVID pandemic has significantly pushed consumers to increasingly use of online fashion retailing.

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