Impact of Fake News on Sustainable Apparel Consumption through Social Media
Author:Monica Ioana Burcă-Voicu, Romana Emilia Cramarenco, Lucian-Ionel Cioca, Diana Alexandra Mich and Dan-Cristian Dabija
JEL:D12, D83, D91, L67, M30.
DOI:10.24818/EA/2026/73/901
Keywords:sustainable clothing, social media, fake news, consumer behaviour, digital disinformation/greenwashing.
Abstract:
In contemporary society, consumers are increasingly confronted with a fundamental paradox: the tension between the aspiration for environmentally responsible fashion consumption and the economic pressure to prioritise cost-efficiency and fast-fashion accessibility. Consumer preferences and subsequent purchasing behaviours are increasingly shaped by the proliferation of digital content on social media platforms. The prevalence of fake news within these networks significantly distorts consumer perception, ultimately steering consumption decisions toward choices that may contradict stated ethical values.
This research investigates how consumers purchase sustainable clothing in response to fake news spread through social networks, as well as their future behavioural intention to adopt such apparel. To address this, the authors employed an argumentative deduction framework based on established academic literature. This conceptual model maps the behavioural antecedents influencing consumer choices in the sustainable fashion sector when exposed to fake news. The quantitative research was conducted using the survey method. The research instrument employed was an online questionnaire disseminated via social media platforms. A convenience sampling technique was adopted, the objective being to maximise the number of respondents. Data collected from 539 individuals were subsequently modelled using Structural Equation Modelling (SEM) via SmartPLS.
The research reveals that trust in social media platforms renders consumers more vulnerable to fake news when seeking to purchase sustainable apparel, as they may enter an online flow state that impairs their critical thinking. Brand managers must position their products as 'anchors of truth' by ensuring full transparency and providing authentic certifications, rather than relying solely on attractive messaging; this approach mitigates the potential negative impact of online misinformation regarding the benefits of sustainable clothing.