Strategies for Promoting Sustainable Fashion via Social Media: A Study of Startup Dynamics and Consumer Behavior in China
Author
Li, Cong
Term
4. Term
Education
Publication year
2024
Abstract
This thesis examines how startups can use social media—particularly Little Red Book (Xiao Hong Shu)—to promote sustainable fashion in China. Grounded in circular economy principles and sociotechnical perspectives (Social Practice Theory and Actor-Network Theory), it adopts a mixed-method design combining desk research and content analysis of platform content with a survey, semi-structured interviews with influencers and consumers, user observations, and a collaborative design workshop, analyzed through actor-network mapping. The study finds that influencers strongly shape consumer attitudes, interactive campaigns drive engagement, and blending digital touchpoints with physical experiences can deepen participation. Key barriers include cultural resistance to second-hand fashion and the need for transparent communication to build trust. The work positions startups as intermediaries between brands and consumers and outlines strategic directions for leveraging Little Red Book to raise awareness, involvement, and adoption of sustainable practices, offering practical guidance for early-stage ventures and fashion brands in the Chinese market.
Dette speciale undersøger, hvordan startups kan bruge sociale medier – særligt Little Red Book (Xiao Hong Shu) – til at fremme bæredygtig mode i Kina. Med udgangspunkt i cirkulærøkonomiske principper og sociotekniske perspektiver (Social Practice Theory og Actor-Network Theory) anvendes et mixed-methods design, der kombinerer desk research og indholdsanalyse af platformindhold med spørgeskemaundersøgelse, semistrukturerede interviews med influencere og forbrugere, brugerobservationer og en kollaborativ designworkshop, analyseret via actor-network mapping. Studiet finder, at influencere i høj grad former forbrugernes holdninger, at interaktive kampagner øger engagementet, og at en kombination af digitale kontaktpunkter og fysiske oplevelser kan uddybe deltagelsen. Centrale barrierer omfatter kulturel modstand mod secondhand-mode og behovet for gennemsigtighed for at opbygge tillid. Arbejdet positionerer startups som mellemled mellem brands og forbrugere og skitserer strategiske retninger for at udnytte Little Red Book til at øge bevidsthed, involvering og adoption af bæredygtige praksisser, med praktisk vejledning for tidlige virksomheder og modebrands i det kinesiske marked.
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