Green Marketing: The Influence on Sustainable Fashion

Ana Graça () and Diana Pérez-Bustamante Yábar ()
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Ana Graça: Lusíada University of Lisbon
Diana Pérez-Bustamante Yábar: CEGOT – Centre for Studies in Geography and Spatial Planning

A chapter in Global Fashion Conference, 2026, pp 156-180 from Springer

Abstract: Abstract This study investigates the progression of publications on green marketing, sustainable fashion, and consumer habits, employing the Web of Science and SCOPUS databases in conjunction with VOSviewer software to conduct an in-depth bibliometric analysis. The primary objective is to map the interconnections between these topics, identifying emerging trends and gaps within the literature. A total of 5.481 articles on green marketing and 1.658 on sustainable fashion were identified, with 13 focusing on the intersection of these fields. The analysis revealed a strong synergy between the three areas under examination—Green Marketing, Sustainable Fashion, and Consumer Habits—highlighting core themes such as “sustainability,” “eco-friendly consumption,” and “corporate social responsibility”. Density visualizations demonstrate significant clusters of research activity, reflecting the increasing awareness among consumers of ethical practices and brand transparency. The results corroborate existing research on the growing demand for sustainable products and behavioral shifts, particularly among younger generations such as Millennials and Generation Z. These findings, it is recommended that future studies adopt more rigorous methodologies, such as longitudinal studies and comprehensive surveys, to gain a more nuanced understanding of the factors that influence the transition from purchase intention to actual behavior.

Keywords: Green marketing; Sustainable fashion; Sustainability; Consumer behaviour; Marketing strategies (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-032-02070-3_11

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DOI: 10.1007/978-3-032-02070-3_11

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