sustainable fashion marketing, social commerce, consumer decision-making, impulsive buying.
Abstract
This study explores sustainable fashion consumption among mature female consumers (50 and above), focusing on the impact of digital transformation, social commerce, and marketing strategies. Despite increased environmental awareness, this group’s adoption of sustainable fashion remains limited due to price sensitivity, product availability, and style considerations. Platforms like TikTok and Xiaohongshu have driven AI-powered personalization and influencer marketing, reshaping purchasing decisions, yet research on their impact on mature female consumers remains scarce. Using the Theory-Context-Methodology (TCM) framework, this study conducts a systematic literature review (2014–2024) to examine sustainable fashion marketing trends and analyze the interplay between consumer psychology, social influence, and digital marketing. Findings reveal that AI-driven recommendations, social commerce, and influencer marketing significantly enhance consumer engagement with sustainable fashion. However, impulse buying tendencies and a lack of trust in green marketing remain major barriers to long-term sustainable consumption. This study highlights the role of digital tools in promoting sustainable consumption, suggesting brands leverage personalized marketing, immersive experiences, and real-time sustainability insights to engage mature female consumers. Future research should explore cross-cultural comparisons, AI-driven personalization, and the role of digital platforms in driving long-term sustainable fashion adoption.