Influencer versus Brand Advertising in Sustainable Fashion

A Literature Review of Consumer Responses

Abstract

The growing environmental consequences of fast fashion have increased the importance of effective sustainability communication. However, evidence remains inconclusive regarding whether influencer-generated or brand-generated advertising is more effective in shaping consumer responses to sustainable fashion. This literature review examines consumer responses to influencer- and brand-generated advertising in sustainable fashion. Twenty-one empirical studies published between 2018 and 2026 were identified through Scopus and Google Scholar and synthesized thematically. Five themes emerged: source credibility, message characteristics and source message congruence, psychological mechanisms, consumer and contextual factors, and consumer outcomes. The findings show that neither advertising source is universally superior. Influencer advertising is more persuasive when the source is perceived as credible, authentic, knowledgeable, and relatable, whereas brand advertising may be more effective when consumers require clear and easily processed sustainability information. These effects also depend on environmental knowledge, brand familiarity, product characteristics, and consumer demographics. Most studies focus on purchase intention rather than actual behavior, and direct comparisons between the two sources remain limited. Future research should examine when and why each source is most effective in promoting sustainable fashion consumption.