Beyond aesthetics: Instagram interaction, positive emotions and psychological ownership in sustainable fashion consumption

Purpose Based on the lens of Stimulus–Organism–Response (SOR) framework, this study examines how Instagram stimuli, namely perceived post quality (PPQ) and user-to-user interaction (UTU), influence intention to purchase (ITP) and intention to recommend (ITR) sustainable fashion brands through positive emotions (PEM) and psychological ownership (PO). Design/methodology/approach A quantitative cross-sectional approach was used to test the hypotheses. This study collected primary data from 373 active Instagram users through purposive sampling. Partial least squares structural equation modelling (PLS-SEM) was employed to analyse these data. Findings The results indicate that UTU has a more consistent influence than PPQ on PEM and PO. PEM significantly influences ITP but does not significantly influence ITR, while PO significantly influences both ITP and ITR. The mediation results show that PPQ influences ITP through PO, whereas its indirect effects on ITR are not supported. UTU influences ITP through PEM, PO and the sequential PEM–PO pathway, and influences ITR through PO and the sequential PEM–PO pathway. Originality/value This study adds nuance to the use of the SOR framework in Instagram-based sustainable fashion consumption by differentiating the roles of PEM and PO as organismic responses. The study highlights the importance of user interaction and ownership-based responses in explaining sustainable fashion purchase and recommendation intentions on Instagram.