Sustainability in Fashion: An Oxymoron?

Doris Berger-Grabner ()
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Doris Berger-Grabner: IMC University of Applied Sciences Krems

A chapter in Innovation Management and Corporate Social Responsibility, 2018, pp 171-180 from Springer

Abstract: Abstract The last few years have witnessed an increased interest in sustainable fashion and ethical practices within the fashion industry (Henninger et al. 2016). Sustainability is emerging as a so-called “megatrend” (Mittelstaedt et al. 2014) and in order to stay competitive more and more companies start to use catchwords like “sustainable”, “eco-friendly”, “social” or “ethical” in their marketing communications. But this overdosing of sustainability claims has the effect that consumers very often mistrust such claims, especially when they can’t verify the credibility.

Date: 2018
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DOI: 10.1007/978-3-319-93629-1_9

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