Sustainable Style: Unraveling the Trends and Future of Green Marketing in the Textile and Apparel Industry

Can Cui, Nazlina Shaari (), Sazrinee Zainal Abidin and Noor Azizi Mohd Ali
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Can Cui: School of Fashion, Henan Institute of Science and Technology, Xinxiang 453000, China
Nazlina Shaari: Faculty of Design and Architecture, Department of Industrial Design, Universiti Putra Malaysia, Serdang 43400, Malaysia
Sazrinee Zainal Abidin: Faculty of Design and Architecture, Department of Industrial Design, Universiti Putra Malaysia, Serdang 43400, Malaysia
Noor Azizi Mohd Ali: Faculty of Design and Architecture, Department of Industrial Design, Universiti Putra Malaysia, Serdang 43400, Malaysia

Sustainability, 2025, vol. 17, issue 1, 1-26

Abstract: With the rise of the green economy and the increasing awareness of consumer sustainability, green marketing has become a global competition strategy adopted by the textile and apparel industry. This study explores key factors and challenges in green marketing to support the industry’s sustainable development. Using the PRISMA 2020 methodology, 54 studies were systematically reviewed to identify core themes: green marketing and branding, consumer behavior and green consumption, circular economy and sustainability, green supply chain management, and textile and fashion culture. The findings reveal that consumers’ understanding of green knowledge and corporate green branding strategies are key factors in the success of green marketing. This review integrates effective strategies for practitioners and new directions for future research. It also highlights the added value of green marketing in fostering sustainability and proposes a conceptual framework for industry application. By addressing gaps in existing research, this study provides actionable recommendations for bridging theory and practice in green marketing. Future research should investigate region-specific dynamics and further develop strategies to enhance the industry’s sustainability efforts. This work contributes to a deeper understanding of the interplay between green marketing and sustainable development in textiles and apparel.

Keywords: green marketing; PRISMA method; systematic literature review; textile and apparel industry; sustainability (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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