Evaluating Public Opinion on Sustainable Fashion in the Metaverse: A New Frontier for Consumer Engagement and Environmental Advocacy

The limited understanding of how digital platforms, especially the Metaverse, influence public perception and attitude towards sustainable fashion in large scaled markets such as China highlights a critical gap. This study aims to examine the perspectives and perception of the Chinese public regarding sustainable fashion in the Metaverse. Through content analysis, this study evaluated 3,889 Weibo posts from Shanghai Fashion Week 2024 to identify key sentiments and discussions on sustainable and digital fashion. Results indicate that 76.08% of the conversations centered on sustainable fashion, reflecting strong public commitment to environmental issues. The findings highlight characteristics of public perception towards the utilization of immersive technologies and underscore the Metaverse's potential as a platform for fostering environmental consciousness in the fashion industry. This research provides crucial insights for fashion brands looking to integrate sustainability into their digital strategies, addressing a significant gap in current literature and offering practical guidance for leveraging digital platforms to promote sustainable consumption.