Shaping the perception of Sustainable Fashion: Power Intervention as Metaphor of Social Media Discourse (Power - government power)

Social media and government regulations play critical roles in promoting sustainability, but both confront substantial hurdles. Platforms like Instagram and TikTok democratise sustainability talks, yet also face challenges such as greenwashing and consumerism. Governments can incentivise sustainable activities through legislation, but they frequently meet criticism from economic interests and challenges in international cooperation. This study looks at how social media and government interventions influence popular perceptions of sustainable fashion. The study investigates how government organisations disseminate sustainability themes using discourse analysis, interviews with designers, lawmakers, and influencers, as well as content analysis of government and fashion-related posts. The findings suggest that while government programs shape public discourse by portraying sustainable fashion as a societal responsibility, scepticism regarding the genuineness of these messages reveals a trust gap. Governments use social media to influence public opinion through eco-labeling, sustainability certifications, and collaborations with environmentally aware individuals, however greenwashing remains a challenge. Influencers use channels like Instagram and TikTok to fight scepticism by delivering honest, emotional stories that make sustainability more relevant. The study emphasises the importance of transparency in government messaging and proposes that visual content might help make sustainability more accessible to the general population. It provides vital insights on how the government and social media may work together to promote sustainable fashion, as well as recommendations for future eco-friendly garment sector promotion initiatives.