INVESTIGATING THE IMPACT OF SUSTAINABLE MARKETING ON CONSUMER BEHAVIOR: THE FIELD OF FASHION

Samira Gholami

No 2022-43-05, Working papers from Voice of Research

Abstract: The fashion industry has grown exponentially in recent years. On the other hand, this industry is one of the environmentally destructive industries and has faced many challenges. Respect for the environment has led to the emergence of a movement reflected in the concept of sustainable marketing. Since every organization must follow marketing strategies in line with society's expectations to succeed in its business, sustainable marketing is one of the most influential and comprehensive branches in this field. This study examines the positive impact of sustainable marketing on consumer purchasing decisions in fashion products in a review method. The results we mention below show that companies that pay attention to sustainability are increasing because consumers, aware of the concept of sustainability and creating a sense of social responsibility, prefer sustainable products. Key words: Sustainable marketing, social responsibility, environmental protection, consumer behavior, fashion

Date: 2022-09
New Economics Papers: this item is included in nep-env and nep-mkt
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