The Impact of Marketing Strategies on Promoting Sustainability in the Fashion Sector

Oana Pricopoaia (), Nicoleta Cristache, Adrian Lupașc, Răzvan Cătălin Dobrea, Manuela-Violeta Tureatca and Loredana Gabriela Dinulescu
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Oana Pricopoaia: Department of Business Administration, Faculty of Economics and Business Administration, Dunărea de Jos University of Galati, 47 Domnească Street, 800008 Galați, Romania
Nicoleta Cristache: Department of Business Administration, Faculty of Economics and Business Administration, Dunărea de Jos University of Galati, 47 Domnească Street, 800008 Galați, Romania
Adrian Lupașc: Department of Business Administration, Faculty of Economics and Business Administration, Dunărea de Jos University of Galati, 47 Domnească Street, 800008 Galați, Romania
Răzvan Cătălin Dobrea: Management Department, Faculty of Management, Bucharest University of Economic Studies, Piața Romană 6, 010374 București, Romania
Manuela-Violeta Tureatca: Department of Business Administration, Faculty of Economics and Business Administration, Dunărea de Jos University of Galati, 47 Domnească Street, 800008 Galați, Romania
Loredana Gabriela Dinulescu: Management Department, Faculty of Management, Bucharest University of Economic Studies, Piața Romană 6, 010374 București, Romania

Sustainability, 2025, vol. 17, issue 12, 1-32

Abstract: The fashion industry is facing increasing pressure to adopt sustainable practices given its significant impact on the environment. This research aims to analyze the implications of marketing strategies in the fashion industry’s transition towards a sustainable and responsible business model. The study starts from the premise that marketing can influence consumer behavior and turn sustainability into a competitive advantage. To investigate this aspect, SmartPLS software was used and hypotheses were tested on the relationship between marketing strategies to educate and sensitize consumers on sustainability issues in the fashion industry and the creation of a sustainably engaged community. Moreover, it becomes essential to collaborate with non-governmental organizations and other brands that share their sustainability values. The research was based on a sample of 227 respondents, and the data were analyzed using structural equation modeling. The results indicate that marketing strategies that promote transparency in supply chain and production processes, enhance brand reputation and credibility and, promote innovation in sustainable materials and production processes through marketing strategies contributing to creating an engaged community, as well as through brand commitment to sustainability through concrete actions and access to new markets and growth opportunities. Marketing strategies to educate and sensitize consumers on sustainability issues in the fashion industry contribute to increasing consumer interest in sustainable products. The implications of the study highlight the need for coherent marketing approaches to support the sustainable transformation of the fashion industry.

Keywords: sustainability; fashion industry; marketing strategies; Smart PLS (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:17:y:2025:i:12:p:5546-:d:1680204

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