IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i7p6202-d1115742.html
   My bibliography  Save this article

Marketing Sustainable Fashion: Trends and Future Directions

Author

Listed:
  • Subhasis Ray

    (Xavier Institute of Management, XIM University, Bhubaneswar 751013, Odisha, India)

  • Lipsa Nayak

    (Xavier Institute of Management, XIM University, Bhubaneswar 751013, Odisha, India)

Abstract

The fashion industry is one of the largest contributors to greenhouse gas emissions and climate change. Sustainable fashion (SF) aims to address this issue by designing, creating, and marketing socially and environmentally responsible products. This paper provides a broad overview of the extant literature on SF marketing to understand the trends and future directions. The paper starts with a discussion on sustainable consumption and marketing in the particular context of fashion and ends with potential research gaps, which have scope for further work. For the analysis, 97 research papers were selected based on a structured, systematic search with a particular set of keywords. The review finds that marketing SF from a customer’s perspective has been emphasized in the existing literature. Widely studied topics include consumer behavior, purchase behavior, and the attitude–behavior gap. Further research is required to explore how SF can gain from B2B marketing, circular economy, sustainability-oriented innovations, and subsistence markets, particularly in emerging economies. This paper contributes to theory and practice by providing state-of-the-art sustainable fashion marketing research, identifying research gaps, and providing future research directions.

Suggested Citation

  • Subhasis Ray & Lipsa Nayak, 2023. "Marketing Sustainable Fashion: Trends and Future Directions," Sustainability, MDPI, vol. 15(7), pages 1-28, April.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:7:p:6202-:d:1115742
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/7/6202/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/7/6202/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Nathalie Spielmann, 2021. "Green is the New White: How Virtue Motivates Green Product Purchase," Journal of Business Ethics, Springer, vol. 173(4), pages 759-776, November.
    2. John M. Murphy, 1992. "What Is Branding?," Palgrave Macmillan Books, in: John M. Murphy (ed.), Branding: A Key Marketing Tool, edition 0, chapter 1, pages 1-12, Palgrave Macmillan.
    3. Saeed Nosratabadi & Amir Mosavi & Shahaboddin Shamshirband & Edmundas Kazimieras Zavadskas & Andry Rakotonirainy & Kwok Wing Chau, 2019. "Sustainable Business Models: A Review," Sustainability, MDPI, vol. 11(6), pages 1-30, March.
    4. Polonsky, Michael Jay, 2011. "Transformative green marketing: Impediments and opportunities," Journal of Business Research, Elsevier, vol. 64(12), pages 1311-1319.
    5. Lee, Stacy H.N. & Chow, Pui-Sze, 2020. "Investigating consumer attitudes and intentions toward online fashion renting retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    6. Ferraro, Carla & Sands, Sean & Brace-Govan, Jan, 2016. "The role of fashionability in second-hand shopping motivations," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 262-268.
    7. Jung, Jaesuk & Kim, Sang Jin & Kim, Kyung Hoon, 2020. "Sustainable marketing activities of traditional fashion market and brand loyalty," Journal of Business Research, Elsevier, vol. 120(C), pages 294-301.
    8. Birte Freudenreich & Florian Lüdeke-Freund & Stefan Schaltegger, 2020. "A Stakeholder Theory Perspective on Business Models: Value Creation for Sustainability," Journal of Business Ethics, Springer, vol. 166(1), pages 3-18, September.
    9. Han, Jinghe & Seo, Yuri & Ko, Eunju, 2017. "Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application," Journal of Business Research, Elsevier, vol. 74(C), pages 162-167.
    10. Astrid Sailer & Harald Wilfing & Eva Straus, 2022. "Greenwashing and Bluewashing in Black Friday-Related Sustainable Fashion Marketing on Instagram," Sustainability, MDPI, vol. 14(3), pages 1-22, January.
    11. Park, Hyejune & Kim, Youn-Kyung, 2016. "Proactive versus reactive apparel brands in sustainability: Influences on brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 114-122.
    12. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2020. "How social capital impacts the purchase intention of sustainable fashion products," Journal of Business Research, Elsevier, vol. 117(C), pages 596-603.
    13. Gleim, Mark R. & Smith, Jeffery S. & Andrews, Demetra & Cronin, J. Joseph, 2013. "Against the Green: A Multi-method Examination of the Barriers to Green Consumption," Journal of Retailing, Elsevier, vol. 89(1), pages 44-61.
    14. Wang, Huanzhang & Liu, Honglei & Kim, Sang Jin & Kim, Kyung Hoon, 2019. "Sustainable fashion index model and its implication," Journal of Business Research, Elsevier, vol. 99(C), pages 430-437.
    15. Shuai Yang & Yiping Song & Siliang Tong, 2017. "Sustainable Retailing in the Fashion Industry: A Systematic Literature Review," Sustainability, MDPI, vol. 9(7), pages 1-19, July.
    16. Balderjahn, Ingo & Peyer, Mathias & Seegebarth, Barbara & Wiedmann, Klaus-Peter & Weber, Anja, 2018. "The many faces of sustainability-conscious consumers: A category-independent typology," Journal of Business Research, Elsevier, vol. 91(C), pages 83-93.
    17. Dayun Jeong & Eunju Ko, 2021. "The influence of consumers’ self-concept and perceived value on sustainable fashion," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 31(4), pages 511-525, October.
    18. Chiara Mio & Silvia Panfilo & Benedetta Blundo, 2020. "Sustainable development goals and the strategic role of business: A systematic literature review," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3220-3245, December.
    19. Goworek, Helen & Oxborrow, L. & Claxton, S. & McLaren, A. & Cooper, T. & Hill, H., 2020. "Managing sustainability in the fashion business: Challenges in product development for clothing longevity in the UK," Journal of Business Research, Elsevier, vol. 117(C), pages 629-641.
    20. Arpita Khare & Pradeep Kautish, 2022. "Antecedents to green apparel purchase behavior of Indian consumers," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 32(2), pages 222-251, April.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Aayushi Badhwar & Saniyat Islam & Caroline Swee Lin Tan & Tarun Panwar & Stephen Wigley & Rajkishore Nayak, 2024. "Unraveling Green Marketing and Greenwashing: A Systematic Review in the Context of the Fashion and Textiles Industry," Sustainability, MDPI, vol. 16(7), pages 1-17, March.
    2. Eleanor Kohler & Emmanuel Mogaji & İsmail Erkan, 2023. "Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions," Sustainability, MDPI, vol. 15(10), pages 1-18, May.
    3. Kurniawati, 2023. "Sustainable Textile Practices by Integrated Viscose Rayon and Yarn Producers: An Empirical Study," GATR Journals jfbr210, Global Academy of Training and Research (GATR) Enterprise.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sher Jahan Khan & Saeed Badghish & Puneet Kaur & Rajat Sharma & Amandeep Dhir, 2023. "What motivates the purchasing of green apparel products? A systematic review and future research agenda," Business Strategy and the Environment, Wiley Blackwell, vol. 32(7), pages 4183-4201, November.
    2. Barbara Brenner & Daria Drdla, 2023. "Business Model Innovation toward Sustainability and Circularity—A Systematic Review of Innovation Types," Sustainability, MDPI, vol. 15(15), pages 1-20, July.
    3. Lim, Xin-Jean & Cheah, Jun-Hwa & Ngo, Liem Viet & Chan, Kara & Ting, Hiram, 2023. "How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Alena Kusá & Marianna Urmínová, 2020. "Communication as a Part of Identity of Sustainable Subjects in Fashion," JRFM, MDPI, vol. 13(12), pages 1-16, December.
    5. Carmen Bălan, 2020. "How Does Retail Engage Consumers in Sustainable Consumption? A Systematic Literature Review," Sustainability, MDPI, vol. 13(1), pages 1-25, December.
    6. Winston Jerónimo Silvestre & Ana Fonseca & Sandra Naomi Morioka, 2022. "Strategic sustainability integration: Merging management tools to support business model decisions," Business Strategy and the Environment, Wiley Blackwell, vol. 31(5), pages 2052-2067, July.
    7. A Muposhi, 2018. "Green Marketing Trek: Drivers, Challenges and Future Directions in Emerging Markets- A Systematic Literature Review," Journal of Economics and Behavioral Studies, AMH International, vol. 10(1), pages 112-124.
    8. Alvino, Letizia & Dangelico, Rosa Maria, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Other publications TiSEM ed6b6a75-2a9f-4b6e-8076-9, Tilburg University, School of Economics and Management.
    9. Micael-Lee Johnstone & Lay Tan, 2015. "Exploring the Gap Between Consumers’ Green Rhetoric and Purchasing Behaviour," Journal of Business Ethics, Springer, vol. 132(2), pages 311-328, December.
    10. Johnstone, Leanne & Lindh, Cecilia, 2022. "Sustainably sustaining (online) fashion consumption: Using influencers to promote sustainable (un)planned behaviour in Europe's millennials," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    11. Hongfan Zhang & Qurat Ul Ainn & Iram Bashir & Junaid Ul Haq & Mark A. Bonn, 2022. "Does Greenwashing Influence the Green Product Experience in Emerging Hospitality Markets Post-COVID-19?," Sustainability, MDPI, vol. 14(19), pages 1-16, September.
    12. Badreya Gharib Khamis Mohammed Alblooshi & Syed Zamberi Ahmad & Matloub Hussain & Sanjay Kumar Singh, 2022. "Sustainable management of electronic waste: Empirical evidences from a stakeholders' perspective," Business Strategy and the Environment, Wiley Blackwell, vol. 31(4), pages 1856-1874, May.
    13. Bhardwaj, Seema & Sreen, Naman & Das, Manish & Chitnis, Asmita & Kumar, Sushant, 2023. "Product specific values and personal values together better explains green purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    14. Ainslie E. Schultz & Kevin P. Newman & Scott A. Wright, 2023. "The Negative Effect of Low Belonging on Consumer Responses to Sustainable Products," Journal of Business Ethics, Springer, vol. 187(3), pages 473-492, October.
    15. Lee, Eun-Ju & Choi, Hanah & Han, Jinghe & Kim, Dong Hyun & Ko, Eunju & Kim, Kyung Hoon, 2020. "How to “Nudge” your consumers toward sustainable fashion consumption: An fMRI investigation," Journal of Business Research, Elsevier, vol. 117(C), pages 642-651.
    16. Anna Watson & Rozenn Perrigot & Olufunmilola (Lola) Dada, 2024. "The effects of green brand image on brand loyalty: The case of mainstream fast food brands," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 806-819, February.
    17. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    18. Lee, Stacy H.N. & Chang, Hyo Jung (Julie) & Zhao, Li, 2023. "The importance of personal norms and situational expectancies to sustainable behaviors: The norm activation and situational expectancy-value theories," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    19. Magdalena Zioło & Iwona Bąk & Anna Spoz, 2023. "Theoretical framework of sustainable value creation by companies. What do we know so far?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(5), pages 2344-2361, September.
    20. Tonino Pencarelli & Viktória Ali Taha & Veronika Škerháková & Tomáš Valentiny & Richard Fedorko, 2019. "Luxury Products and Sustainability Issues from the Perspective of Young Italian Consumers," Sustainability, MDPI, vol. 12(1), pages 1-25, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:7:p:6202-:d:1115742. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.