The research in this paper will allow readers to comprehend that social media, the platform that has helped spur the growth of fast fashion, can ultimately be an effective platform to influence consumers to start thinking differently about this particular industry. The primary question of research asks if a social media cause marketing campaign from an environmental advocacy group can effectively raise awareness of the negative impacts of fast fashion to generate behavior change. The objective of this research aims to understand and measure whether consumers must be aware of the negative implications of their current purchasing patterns in order to change these consumption patterns. This paper tests the hypotheses that a social media cause marketing campaign created by an environmental advocacy group can successfully raise awareness of the harmful effects of fast fashion if ordinary people spread the campaign within their network. The research predicts that advocacy groups can successfully leverage social media as a platform to raise awareness of the negative impacts of this industry to generate behavior change.
