Sustainable Engagement
How do brands effectively communicate sustainable messages to consumers?

This research examines how sustainability messaging influences consumer engagement, brand relationships, and digital communication strategies. Through analysis of social media content and consumer engagement of leading global fashion brands, the research identifies best practices in communicating sustainable messages on Instagram. Rather than assuming sustainability messaging alone drives consumer interest, this work demonstrates the value of novelty, authenticity, and integration into broader lifestyle and brand narratives.

Winner of the Emerald Literati Award for Outstanding Paper, 2022.

Table showing the number of followers on Instagram for various brands, categorized into groups of sustainable fashion brands, sustainably aware brands, and traditional fashion brands. The table includes brand names, Instagram handles, and follower counts.
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Social Media Diversification
How do consumers engage differently across visual and text-based social media?

Building upon earlier work in sustainability communication, this research compares how brand’s can maximize consumer engagement across visually-based and text-based social media platforms. The research demonstrates that consumer engagement varies according to platform, message type, and brand identity, providing new insight into how organizations communicate with consumers across evolving digital environments. The work also introduces a conceptual framework for sustainable social media engagement that explains how brand type, communication platform, and message themes interact to influence consumer engagement.

Diagram of a social media engagement framework with categories such as brand group, sustainability posts, philanthropy posts, current events posts, fashion posts, lifestyle posts, branding posts, platform, engagement (likes), engagement (comments).
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This research investigates the psychological motivations that influence consumer participation in secondhand and circular markets, through evidence of home furnishings. Using the Theory of Reasoned Action, the research explores how environmental sustainability, functionality, aesthetic style, and social influences shape consumer attitudes and purchase intentions. While much of the circular economy literature focuses on fashion, this work expands understanding of the ever-growing circular economy, demonstrating how sustainability motivations intersect with aesthetic preferences and functional value in secondhand consumption.

The Circular Economy
What motivates consumers to participate in circular consumption?

Inside a retail store showing a green vintage sofa with cushions, plants near the large front windows, and racks of shoes along with other furniture pieces. The store has a cozy, eclectic decor with natural light coming through the windows.
Read on Sustainability