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The purpose of this study was to explore drivers of consumer engagement with sustainable fashion brands on Instagram to specifically answer the research question: what drives popularity of sustainable fashion among digital consumers?

Twenty-five global fashion retailers were identified and categorized as either (a) sustainable fashion brands (SFB), (b) sustainably aware mainstream brands (SAB) or (c) traditional fashion brands (TFB). Content analysis of the 25 retailer's Instagram posts over a three-week period was analyzed and categorized according to content theme. Data were analyzed for quantity of Likes and Comments (engagement) to identify engagement strategies with each of the brand groups.

It was found that different strategies may be taken regarding social media strategy for SFB, SAB or TFB. Consumers were engaged with unfamiliar content, for instance, sustainability to a consumer unfamiliar with the topic or how it applies to a specific brand. Digital consumers were looking for exciting and aesthetically pleasing posts. Specifically, all consumers were engaged with posts about Fashion and Lifestyle.

As the result of this study, sustainable fashion best practices and social media strategies were presented for the three brand categories of fashion retailers.

This study analyzed a cross-section of global fashion brands and identified “best practices” for digital consumer engagement with sustainable messages through Instagram. The findings provide original value, specifically in the area of fashion marketing via social media to communicate brand identify to digital consumers for brand growth.

The purpose of this paper is to evaluate the effectiveness of measures designed to increase physical activity in women in secure psychiatric care.

A range of interventions (environmental and motivational) designed to increase participation in physical activities were introduced on two secure wards for women. A pre-post design assessed frequency, duration and intensity of physical activity, attendance at physical activity sessions, exercise motivation, exercise-related mood, attitudes to exercise and health and biological indices. Measures collected over a three-month baseline period were repeated six months post-intervention.

Significant changes occurred in both attitudes to exercise and health, exercise motivation and exercise behaviour following change initiatives. With the exception of resting pulse rate and perceived exertion, the increased level of activity was not reflected in changes in body mass index, body fat or body muscle.

Management led, multi-disciplinary interventions to increase physical activity can have a positive impact on both lifestyle behaviours and physical health.

This study adds to a small literature on increasing physical activity in women in secure psychiatric settings where obstacles to change are formidable.