Sustainable Fashion Influencers as Institutional Entrepreneurs in the Circular Economy
Keywords:
Circular economy, institutional entrepreneur, institutional work, sustainable fashionAbstract
The aim of this study is to examine the ways in which sustainable fashion influencers (SFIs)
conduct institutional work among consumers, to transform both their attitudes towards
sustainable fashion consumption and actual consumption behavior. Drawing from institutional
theory, the SFIs are seen as institutional entrepreneurs who seek to change not only their own
consumption behavior when it comes to fashion, but also the behavior of others and, thereby
transforming and creating institutions in fashion and textile consumption. Drawing on the
findings from our study, we present a typology describing the identified institutional work the
interviewed SFIs conduct through their actions.
References
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Scaraboto, D., & Fischer, E. (2013). Frustrated fatshionistas: An institutional theory perspective on consumer quests for greater choice in mainstream markets. Journal of Consumer Research, 39(6), 1234–1257.
Scott, W. R. (2008). Institutions and organizations: Ideas and interests. Thousand Oaks, CA: Sage Publications.
United Nations Economic Commission for Europe (2018). UN Alliance aims to put fashion on
path to sustainability. Cited on 27.1.2021. https://unece.org/forestry/press/un-alliance-aims-put-fashion-path-sustainability
Colomy, P. (1998). Neofunctionalism and neoinstitutionalism: Human agency and interest in institutional change. Sociological Forum, 13, 265–300.
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
Eisenstadt, S. N. (1995). Charisma and institution building: Max Weber and modern sociology. In S. N. Eisenstadt, Power, trust, and meaning: Essays in sociological theory, Chicago: The University of Chicago Press, pp. 167–201.
Gasbarro, F., Rizzi, F., & Frey, M. (2018). Sustainable institutional entrepreneurship in practice. International Journal of Entrepreneurial Behavior & Research.
Hopkinson, G. C., & Cronin, J. (2015). ‘When people take action….’Mainstreaming malcontent and the role of the celebrity institutional entrepreneur. Journal of Marketing Management, 31(13-14), 1383-1402.
Lawrence, T. B., & Suddaby, R. (2006). 1.6 institutions and institutional work. The Sage handbook of organization studies, 215-254.
McKeown, C., & Shearer, L. (2019). Taking sustainable fashion mainstream: Social media and the institutional celebrity entrepreneur. Journal of Consumer Behaviour, 18(5), 406–414.
Närvänen, E., Kirvesmies, T., & Kahri, E. (2020). Parasocial relationships of Generation Z consumers with social media influencers. In S. Yesiloglu and J. Costello (Eds), Influencer marketing: Building brand communities and engagement, London: Routledge, Ch. 7.
Ranta, V., Aarikka-Stenroos, L., Ritala, P., & Mäkinen, S. J. (2018). Exploring institutional drivers and barriers of the circular economy: A cross-regional comparison of China, the US, and Europe. Resources, Conservation and Recycling, 135, 70-82.
Scaraboto, D., & Fischer, E. (2013). Frustrated fatshionistas: An institutional theory perspective on consumer quests for greater choice in mainstream markets. Journal of Consumer Research, 39(6), 1234–1257.
Scott, W. R. (2008). Institutions and organizations: Ideas and interests. Thousand Oaks, CA: Sage Publications.
United Nations Economic Commission for Europe (2018). UN Alliance aims to put fashion on
path to sustainability. Cited on 27.1.2021. https://unece.org/forestry/press/un-alliance-aims-put-fashion-path-sustainability
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Published
2022-06-30
Issue
Section
10.5 Towards Circular Economy in Organisations and Consumption
