Ítem
Acceso Abierto
Paper Circular Economy
Título de la revista
Autores
Laverde Carreño, Juan Sebastián
Fecha
2025-08-01
Directores
Silva Plata, Catalina
ISSN de la revista
Título del volumen
Editor
Universidad del Rosario
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Resumen
This study of the literature looks at how social media and digital marketing affect customer attitudes, intentions to buy, and actions regarding the circular economy in the fashion sector. The study, which is based on ten scholarly sources and a survey of 318 college students, concludes that digital platforms can support sustainable habits as well as rapid fashion consumption. Despite the growing awareness of sustainability, there is still a big disconnect between consumers' intentions and their real behaviour. The research comes to the conclusion that in order to facilitate the shift to a more circular and sustainable fashion business, clear and reliable marketing tactics are crucial.
Abstract
In order to comprehend how social media and digital marketing impact consumer perceptions, purchasing intentions, and behaviors in the circular economy of fashion industry, this paper reviews ten academic sources. The results demonstrate that while digital platforms promote awareness and engagement, sustainable choices are fueled by tactics like influencer marketing, recycled clothing industry campaigns, and indirect advertising.
Palabras clave
Economia , Circular , Marketing , Digital , Moda , Lavado verde
Keywords
Circular Economy , Fast Fashion , Green Washig , Impact
