Fashion Marketing and Environmental Justice | ||
| International Design Journal | ||
| Article 7, Volume 14, Issue 3 - Serial Number 61, May and June 2024, Pages 119-128 PDF (652.79 K) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/idj.2024.347730 | ||
| Author | ||
| Amany El-Saied El-Dosuky | ||
| Lecturer, ready-made garment Dept.m Faculty of Applied Arts, Damietta University, amanyawad@du.edu.eg | ||
| Abstract | ||
| Fashion marketing seeks to persuade customers to buy more, but the fundamental problem of the fashion industry is caused by this behavior itself. In the past decade, a new marketing system has emerged that presents an alternative approach, raises consumer awareness of social issues in the fashion industry, and influences positive consumer behavior in the pursuit of environmental justice, which is linked to public health and human rights through The marketing of sustainable fashion which aims to educate, influence and, ultimately, move the consumer to change their purchasing behavior. This can be achieved by encouraging fashion brands to create a successful sustainability marketing campaigns. This paper provides a broad overview of the extant literature on the marketing of sustainable fashion (SF), Sustainable consumerism, fashion marketing and environmental justice. Two case studies were conducted on the impact of social campaigns on encouraging the marketing of sustainable fashion, mentioning the most important steps that organizations should follow to create effective sustainable fashion campaigns | ||
| Keywords | ||
| Fashion industry; Fashion marketing; Environmental justice; Sustainable Marketing & environment; Marketing of Sustainable Fashion (SF); sustainable campaigns | ||
|
Supplementary Files
|
||
| References | ||
|
1- Ancin, I. (2018).” Análisis de los distintos tipos de campañas publicitarias y sus diferentes aplicaciones para lograr el Top of Mind de las marcas”. Revista Caribeña de Ciencias Sociales .
2- APHA” Environmental Justice “(https://www.apha.org).
3- Arthur,R. (2023) .” the sustainable fashion Communication playbook”, UNEP and UNFCCC, https://doi.org/10.59117/20.500.11822/42819.
4- Belz, F. & Peattie, K. (2012).” Sustainability Marketing - A Global Perspective”, 2nd edition, Chichester: John Wiley & Sons Ltd.
5- Bick, R., Halsey, E. & Ekenga, C.C. (2018).” The global environmental injustice of fast fashion”, Environ Health 17, 92 https://doi.org/10.1186/s12940-018-0433-7.
6- Boersma M. & Nolan J. (2022).” Modern slavery and the employment relationship: Exploring the continuum of exploitation”, Journal of Industrial Relations, 64(2), DOI:10.1177/00221856211069238.
7- Brochier,T.(2019).”ECOALF: Because there is No Planet B”, International Institute for Management Development, Lausanne, Switzerland.
8- Carey, L. & Cervellon, M. (2014). "Ethical fashion dimensions: pictorial and auditory depictions through three cultural perspectives", Journal of Fashion Marketing and Management, Vol. 18 No. 4, https://doi.org/10.1108/JFMM-11-2012-0067.
9- Cole, A. (2014). “The Implications of Consumer Behavior for Marketing : A Case Study of Social class at Sainbury”, Humburg, Anchor Academic Publishing.
10- Cambridge.org. Available online: https://dictionary.cambridge.org/dictionary/english.
11- Easey,M.( 2009).” fashion marketing”, A John Wiley & Sons, Ltd., Publication.
12- Fletcher, K.& Grose, L. (2012).”Fashion & Sustainability: Design for Change”,Hachette: London, UK.
13- Hasan,J.(2020).” Green Marketing In Fashion: A Critical Analysis Of Green Marketing For Apparel Mass Market”, DOI:10.13140/RG.2.2.25077.73447, available online: https://www.researchgate.net/publication/338885656.
14- Hill, J.& Lee, H.(2012).” Young Generation Y consumers’ perceptions of sustainability in the apparel industry”, Journal of Fashion Marketing and Management, volume 16, DOI:10.1108/13612021211265863.
15- Hom, E.(2013). “What is B2C”. Retrieved from: http://www.businessnewsdaily.com/5085-what-is-b2c.html.
16- HO, T., VU, T & Hieu,V. (2020).” Determinants Influencing Consumers Purchasing Intention for Sustainable Fashion: Evidence from Ho Chi Minh City”, The Journal of Asian Finance, Economics and Business, 7(11), DOI:10.13106/jafeb.2020.vol7.no11.977.
17- Ikeme, J. (2003) Equity, environmental justice and sustainability: Incomplete approaches in climate change politics, Global Environmental Change 13(3),
18- DOI:10.1016/S0959-3780(03)00047-5.
19- jung, J., Kim, S. & Kim, K. (2020).”Sustainable marketing activities of traditional fashion market and brand loyalty “, Journal of Business Research, Elsevier, vol. 120(C), pages 294-301. DOI: 10.1016/j.jbusres.2020.04.019.
20- Jahan, S. (2014). “How to Select the Right B2B Distribution Channel Structure”, Retrieved from http://main.omanobserver.om/?p=31695.
21- Josan,M.(2018).” B2B vs. B2C: A Comparative Analysis”, IJRAR- International Journal of Research and Analytical Reviews, VOLUME 5, ISSUE 4.
22- Kaikobad,N., Zafar, Md., Bhuiyan,Md., Sultana,F.& Rahman,M.(2015).”Fast Fashion: Marketing, Recycling And Environmental Issues”, international Journal of Humanities and Social Science Invention, Volume 4 Issue 7.
23- Kemper,J. & Ballantine,B. (2019).” What do we mean by sustainability marketing?”, Journal of Marketing Management, 35:3-4, 277-309, DOI: 10.1080/0267257X.2019.1573845, available online: https://www.tandfonline.com/doi/abs/10.1080/0267257X.2019.1573845.
24- Krūze,A.(2019).” Examining Fast Fashion Brands' Role in Environmental Justice: Moral Duties and Practical Challenges for Good Product Design”, Master's Thesis in Applied Ethics, Utrecht University.
25- Khan, S. & Malik, A. (2013).” Environmental and health effects of textile industry wastewater”, Environmental deterioration and human. health, Natural and Anthropogenic Determinants, DOI:10.1007/978-94-007-7890-0_4.
26- Lampert, M.(2023).”5 Key Elements of a Successful Sustainability Campaign”, https://glocalities.com/news/5-key-elements-of-a-successful-sustainability-campaign.
27- Muthu S., Li Y, & Li,z.(2012).” Carbon footprint reduction in the textile process chain: Recycling of textile materials”, Fibers and Polymers 13, DOI:10.1007/s12221-012-1065-0.
28- Norton, B.(1992). Sustainability, Human Welfare, and Ecosystem Health. Environmental Values, Volume 1, DOI:10.3197/096327192776680133.
29- Niinimäki K., Peters G., Dahlbo H., Perry P., Rissanen T. & Gwilt A. (2020).” The environmental price of fast fashion”, Nature Reviews Earth & Environment 1, https://doi.org/10.1038/s43017-020-0039-9.
30- Peter,J.& Olson, J. (2010), Consumer Behavior and Marketing Strategy, New York, McGraw-Hill . Irwin/McGraw-Hill, Boston, Mass.
31- Payne,A., Maguire,R.& Kennedy,A.(2022).” Fashion Justice”, international journal of crime, justice and social democracy, IJCJ&SD 11(2), DOI:10.5204/ijcjsd.2421.
32- POLLEY, C. (2022).” Sustainable Fashion Marketing Campaigns – 3 Lively Examples”, https://thesustainableagency.com/blog/sustainable-fashion-marketing-campaigns-and-examples/
33- Pariani, J.(2022).” 5 Effective Sustainable Fashion Marketing Campaigns To Get Inspired By”, https://consciousfashion.co/guides/sustainable-fashion-marketing.
34- Remy, N., Speelman, E., & Swartz, S. (2016). “Style That's Sustainable: A New Fast Fashion Formula”, New York: McKinsey & Company, available online: www.mckinsey.com.
35- Riley,S.(2020).” Sustainable Marketing, Four Steps to do it Right”, https://www.linkedin.com/pulse/sustainable-marketing-four-steps-do-right-sarah-riley.
36- Ray, S.& Nayak, L.(2023).”Marketing Sustainable Fashion: Trends and Future Directions”. Sustainability, Volume 15 ,Issue 7. DOI:10.3390/su15076202 , available online:
38- Roozen, I., Raedts, M.& Meijburg, L. (2021).”Do verbal and visual nudges influence consumers’ choice for sustainable fashion? “, Journal of global Fashion Marketing, Volume 12. DOI:10.1080/20932685.2021.1930096.
39- Solomon,M.&. Rabolt,N. (2004).” Consumer Behavior: In Fashion”, Upper Saddle River, N.J.: Prentice Hall.
40- Salmeron, J.& Hurtado, J,.(2006).” Modelling the reasons to establish B2C in the fashion industry”, Technovation, Volume 26, Issue 7, DOI:10.1016/j.technovation.2005.06.006.
41- Schor, J. (2010).” Plenitude: the new economics of true wealth”, New York: Penguin Press.
42- -Siegle, L. (2016).”Am I a fool to expect more than corporate greenwashing? “The Guardian 3 April, available online: https://www.theguardian.com/commentisfree/2016/apr/03/rana-plaza-campaign-handm-recycling.
43- Sullivan,C.(2019).”What are 7 Top Tips for an Effective Sustainability Campaign?” https://www.linkedin.com/pulse/what-7-top-tips-effective-sustainability-campaign-caterina-sullivan.
44- -Takedomi, M. & Ramasar, V. (2020). “Selling women the green dream: the paradox of feminism and sustainability in fashion marketing”, Journal of Political Ecology 27(1), 335-359. doi: https://doi.org/10.2458/v27i1.23584.
45- Tolkamp, J., Huijben, J., Mourik, R., Verbong, G.& Bouwknegt, R.(2018).” User-centred sustainable business model design: The case of energy efficiency services in the Netherlands”, J. Clean. Prod. volume 182.
46- Trudel, R. (2019).”Sustainable consumer behavior”, Consumer Psychology Review, 2 , DOI:10.1002/arcp.1045.
47- Uță, I. (March / 2019).” Ecoalf – Because There Is No Planet B”,
49- United Nations Environment Programme (UNEP 2005).”Communicating Sustainability: How to produce effective public campaigns” available online: https://www.ramsar.org/sites/default/files/documents/library/unep_futerra_communicating_sustainability_english.pdf.
50- United States (EPA). (January 2024).” Environmental Justice”, https://www.epa.gov/environmentaljustice.
51- Voola, R.; Bandyopadhyay, C.; Azmat, F.; Ray, S.&Nayak, L.(2022). “How are consumer behavior and marketing strategy researchers incorporating the SDGs? A review and opportunities for future research”, Australas, Mark. J. Volume 30, Issue 2 https://doi.org/10.1177/14413582221079431.
52- Williams, C. (2010). “ Characteristics of a Perfect B2C Energy Efficiency Company”, Retrieved from:http:/www.renewableenergyworld.com/rea/blog/post/2010/09/6-characteristics-of-a-perfect-b2c-energyefficiency-company.
| ||
|
Statistics Article View: 384 PDF Download: 396 |
||
