Consumer Behavior

Reduction of Fashion Consumption on Social Media: A Review of YouTube Videos 

---

Abstract

This study explores anti-consumption related to fashion promoted on YouTube. YouTube has recently emerged as a strong a social media platform for promoting anti-hauls in fashion. The study offers an expanded understanding of how anti-consumption is represented as part of fashion and sustainability. Based on the concepts by Vesterinen and Syrjälä’s (2022), this study explores the practical application of sustainable anti-consumption within a social media format. A qualitative analysis of YouTube videos using NVivo14 was conducted. Five themes and strategies to reduce clothing consumption emerged: Planned Shopping, Abstinence, Circular Fashion, Clothes Care, and Reducing Temptation. 

Keywords: fashion, social media, Youtube, anti-consumption, sustainability

How to Cite:

Matteson, A. & Kim, H., (2025) “Reduction of Fashion Consumption on Social Media: A Review of YouTube Videos ”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18931