패션 브랜드에 대한 인식을 기반으로 살펴본 지속가능성 메시지 - 럭셔리 브랜드와 패스트 패션 브랜드를 중심으로 -

Abstract

This study examines how consumers interpret sustainability messages presented through the official Ins- tagram accounts of luxury and fast fashion brands, focusing on how brand type influences message reception and meaning reconstruction. Adopting a qualitative approach, researchers conducted in-depth interviews with participants who had aca- demic or professional experiences in the fashion industry. Identical Instagram posts were used as visual stimuli, allowing for direct comparisons across brand types. The findings reveal that consumer interpretations vary significantly, depending on both the symbolic capital of the brand and consumers’ prior brand perceptions. To maintain coherence between brand identity and sustainability messaging, luxury brands pursued internalization and value-driven engagement, particularly through visual cues, such as those related to craftsmanship and quality. In contrast, fast fashion brands were more likely to elicit short-term compliance or emotional responses because of the limited informational depth and perceived insin- cerity of their messaging. Applying Social Influence Theory, this study classifies message reception into three types based on brand type and message congruence: compliance, identification, and internalization. It contributes to the theoretical understanding of sustainability communication on visual social media platforms and offers practical insights for developing context-sensitive strategies that foster authentic consumer engagement. The results underscore the importance of align- ing message design with brand identity and structural capabilities to build lasting consumer trust and support sustainable behavioral change.