The contribution of blogging in enhancing the uptake of slow fashion in Kenya: a case study of fashion bloggers in Nairobi Parklands

Emmah Anne Shisoka; Egara Kabaji; Lydia Anyonje

doi:10.51867/AQSSR.3.4.54

Auteurs-es

Emmah Anne Shisoka Masinde Muliro University of Science and Technology (MMUST), Kenya Auteur-e
Egara Kabaji Masinde Muliro University of Science & Technology Auteur-e https://orcid.org/0009-0008-9000-9549
Lydia Anyonje Masinde Muliro University of Science & Technology Auteur-e https://orcid.org/0000-0002-1487-7191

DOI :

https://doi.org/10.51867/AQSSR.3.4.54

Mots-clés :

Blogging, Consumer Behavior, Planned Behavior, Slow Fashion, Uptake

Résumé

Kenya’s fashion landscape is undergoing a shift toward sustainability, driven by growing environmental awareness, circular economy initiatives, and a critique of fast fashion import reliance. Despite the rising presence of independent fashion blogging as a tool for consumer education, empirical research on its direct role in promoting sustainable consumption in Kenya remains limited. This study investigated the contribution of fashion blogging in enhancing the uptake of slow fashion among urban Kenyan consumers. Guided by the Uses and Gratifications Theory and the Theory of Planned Behavior, the study adopted a mixed method research approach. The study was conducted in Nairobi CBD and Parklands, Westlands Constituency, Kenya. This study used purposive sampling to identify active bloggers and stratified random sampling to select fashion consumers. Data was collected via questionnaires administered to 331 respondents. Quantitative analysis revealed that fashion blog influence has a strong, positive, and statistically significant relationship with slow fashion uptake, independently accounting for 40.2% of its variation. A multiple regression model showed that blogger credibility, content quality, and audience engagement jointly explained 59.0% of the variance, with blogger credibility acting as the strongest predictor. Qualitative insights highlighted visual storytelling, authentic narratives, and localization as key effective communication strategies. The study concludes that fashion blogging is a vital digital mechanism for driving sustainable fashion behavior in Kenya, though affordability and accessibility barriers persist. It recommends tailoring slow fashion messaging to familiar Kenyan practices, including mitumba selection, garment repair, upcycling, and the use of locally produced textiles, to promote accessible and mindful consumption across income levels.

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