Excessive consumption in clothing brands has become a global trend. The industry turned into a billion-dollar business by persuading customers. Social media marketing played a huge role in influencing consumers and their buying intentions. However, this irresponsible behaviour can be reduced by promoting ethical buying.
To boost sales, apparel companies use different strategies to influence customers. For example, some businesses promote their clothes by categorizing them based on the season such as winter collection and summer collection. Other businesses market their outfits as trendy and classy while some brand public their formals as luxury. The pressure to be trendy and look luxurious is generated by companies through social media platforms. Consequently, this overconsumption encourages landfill and results in land degradation.
However, this irresponsible and unethical behavior of excessive purchasing can be overcome by promoting environmental friendly attitude. The awareness campaigns of negative effect of disposing clothes can be improved to encourage depletion in consumer buying. Social media advertisements, communicating quality over quantity as a better and responsible option will turn the table into the favour of environmental organisations. Therefore, it is essential that environmental companies support such initiatives to bring the clothing sales down. Nevertheless, social media influencers can also be used to inspire people and foster the eco-conscious behaviour.
Though increased global spending on clothes has become one of the major concerns for environmentalists, it can be reduced by creating awareness of the consequences of this behavior to waste generation.