Exclusion in moral markets

This paper explores exclusion in shaping moral markets. Through the lens of legitimacy, interviews with social media influencers in the sustainable fashion market were conducted. This study contributes to the legitimacy literature by focusing on what it means to be a legitimate market shaper at the individual level. Influencer marketing is rapidly growing with the global market set to be worth $16.4 billion in 2022. Tasked with promoting products to the masses, social media influencers are often seen as the bane of existence for sustainable consumption & production. However, there are individuals on social media, sustainable fashion (SF) influencers, who have taken up the charge to bring SF to the people and challenge the traditional fashion industry. Research on the role of influencers in consumer research and market transformation is increasing. In conclusion, our work contributes to the discussion of market transformation through the intervention of social media influencers. The findings of this study illustrate how research regarding race, ethnicity, and the body cannot be bracketed, rather they overlap and intersect.