Sustainable Fashion Influencers as Institutional Entrepreneurs in the Circular Economy
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.
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