A qualıtatıve research on slow fashıon movement

The aim of this study is to analyze the posts of slow fashion influencers on Instagram and to determine the role these influencers play in the slow fashion movement on social media and what strategies they use to contribute to the slow fashion movement. One of the qualitative research methods, netnography was used in the study. As the concept of slow fashion or slow culture is still an area that has not been fully explored in the literature, the main problems of this study are how slow fashion influencers and slow fashion influencers contribute to the slow fashion movement on social media, and what strategies they use to raise awareness of consumers about slow fashion. The nViVo 12 program was used for data analysis. Findings of the study revealed that slow fashion influencers offer consumers practices such as second-hand shopping, teaching ways to avoid waste, teaching sustainable clothing tactics and raising awareness of label reading while sharing posts that encourage a sustainable lifestyle.