Instagram and theory of reasoned action: US consumers influence of peers online and purchase intention

This study aims for a better understanding of social networks (SN) regarding sustainable apparel. This study utilises a quantitative, online survey research approach of U.S. consumers to understand the impacts of the social influence of Instagram and subjective norms on intention to purchase across all age groups. SEM was conducted to determine the validity of the new proposed model. Based on the theoretical framework, this study’s findings support the addition of social influence of peers and the SN system: Instagram as a viable component to the Theory of Reasoned Action (TRA). Theoretically, this research shows merit in the ability to bring TRA up to date in the age of technology. As well as proving that social media use and perception is an important determining factor on ultimate purchase intention on SN. This research poses that SN ultimately be a permanent addition to TRA and through the application of Instagram this proves true.