Unravelling Social Commerce's Design Elements and Its Role in the Cycle of Fashion Overconsumption

This research will explore the retail channel of social commerce's (an integration between social media and online shopping) design elements and its role in perpetuating the cycle of fashion overconsumption which has harmful environmental impacts such as resource depletion, pollution, waste generation and greenhouse gas emissions.

Through the lens of practice theory, the cultural expectations and norms which enable and intertwine with consumer's mundane activities will underpin why new fashion retail channels are so easily accepted and rapidly adopted.

The research will involve investigating young consumer's daily lifestyles, habits and practices through qualitative methods. Moreover, the research will explore how young consumers navigate social commerce by analysing its design features.

This will contribute to the gap in sustainable fashion research where there is a lack of practice theory scholarship as well as offer some insights into policy changes.