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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.

Disclaimer: All studies and research articles here presented are distributed by open sources. The publication and intellectual property rights (IPR) are entirely reserved for the authors and institutional sources. ACROSS Magazine accepts no liability for any infringement of IPR in any research material but will remove such material from public view in the event of an allegation of any such infringement.

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