Personality traits and social media as drivers of word-of-mouth towards sustainable fashion | Emerald Insight

, Personality traits and social media as drivers of word-of-mouth towards sustainable fashion | Emerald Insight, The Circular Economy

The main objective is to investigate the effects of antecedents of word-of-mouth (WOM) towards sustainable fashion, using the Personality Traits theory. More specifically, this study wants to examine the impact of the Big Five personality traits on social media activities, which could affect eco-friendly behaviour and environmental concerns for fashion production. This impact is influenced by the use of WOM on sustainability in the fashion industry.

Source: www.emerald.com

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