User-generated content sources: the use of social media in motivating sustainable luxury fashion consumptions

At present, user-generated content (UGC) in social media plays a pivotal role as the most effective platform in spreading brand messages. Upon recognizing the power of this platform, there is a growing body of studies investigating social media advertising. Nevertheless, there is limited understanding on how UGC sources work, particularly in light of sustainable luxury fashion product. That being mentioned, this study probed into the function of UGC shared via social media in fostering sustainable luxury fashion consumption. Building upon Self-Determination Theory (SDT) as the theoretical framework, this study found that UGC sources could influence the motives behind the acquisition of sustainable luxury products that can be segregated into two categories; intrinsic and extrinsic aspirations. The study outcomes are significantly useful to marketers and organizations to formulate viable strategies, as well as to provide the idea to develop luxury brand digital strategies based on customers’ environmental values and spectrum. To address the limitations of this study, future researchers may expand this research by emphasizing on other digital platform types, so as to influence this present sustainable trend.