IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v17y2025i12p5546-d1680204.html
   My bibliography  Save this article

The Impact of Marketing Strategies on Promoting Sustainability in the Fashion Sector

Author

Listed:
  • Oana Pricopoaia

    (Department of Business Administration, Faculty of Economics and Business Administration, Dunărea de Jos University of Galati, 47 Domnească Street, 800008 Galați, Romania)

  • Nicoleta Cristache

    (Department of Business Administration, Faculty of Economics and Business Administration, Dunărea de Jos University of Galati, 47 Domnească Street, 800008 Galați, Romania)

  • Adrian Lupașc

    (Department of Business Administration, Faculty of Economics and Business Administration, Dunărea de Jos University of Galati, 47 Domnească Street, 800008 Galați, Romania)

  • Răzvan Cătălin Dobrea

    (Management Department, Faculty of Management, Bucharest University of Economic Studies, Piața Romană 6, 010374 București, Romania)

  • Manuela-Violeta Tureatca

    (Department of Business Administration, Faculty of Economics and Business Administration, Dunărea de Jos University of Galati, 47 Domnească Street, 800008 Galați, Romania)

  • Loredana Gabriela Dinulescu

    (Management Department, Faculty of Management, Bucharest University of Economic Studies, Piața Romană 6, 010374 București, Romania)

Abstract

The fashion industry is facing increasing pressure to adopt sustainable practices given its significant impact on the environment. This research aims to analyze the implications of marketing strategies in the fashion industry’s transition towards a sustainable and responsible business model. The study starts from the premise that marketing can influence consumer behavior and turn sustainability into a competitive advantage. To investigate this aspect, SmartPLS software was used and hypotheses were tested on the relationship between marketing strategies to educate and sensitize consumers on sustainability issues in the fashion industry and the creation of a sustainably engaged community. Moreover, it becomes essential to collaborate with non-governmental organizations and other brands that share their sustainability values. The research was based on a sample of 227 respondents, and the data were analyzed using structural equation modeling. The results indicate that marketing strategies that promote transparency in supply chain and production processes, enhance brand reputation and credibility and, promote innovation in sustainable materials and production processes through marketing strategies contributing to creating an engaged community, as well as through brand commitment to sustainability through concrete actions and access to new markets and growth opportunities. Marketing strategies to educate and sensitize consumers on sustainability issues in the fashion industry contribute to increasing consumer interest in sustainable products. The implications of the study highlight the need for coherent marketing approaches to support the sustainable transformation of the fashion industry.

Suggested Citation

  • Oana Pricopoaia & Nicoleta Cristache & Adrian Lupașc & Răzvan Cătălin Dobrea & Manuela-Violeta Tureatca & Loredana Gabriela Dinulescu, 2025. "The Impact of Marketing Strategies on Promoting Sustainability in the Fashion Sector," Sustainability, MDPI, vol. 17(12), pages 1-32, June.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:12:p:5546-:d:1680204
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/17/12/5546/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/17/12/5546/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Bin Shen, 2014. "Sustainable Fashion Supply Chain: Lessons from H&M," Sustainability, MDPI, vol. 6(9), pages 1-14, September.
    2. Radu Ioan Petrariu & Marian Nastase & Gabriel Croitoru & Nicoleta Valentina Florea & Nicoleta Cristache & Mihaela Cristina Onica Ibinceanu, 2023. "Analysis of Responsible Energy Consumer s Behaviour in the Context of REPowerEU Plan," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 25(64), pages 743-743, August.
    3. Pawel Tadeusz Kazibudzki & Tomasz Witold Trojanowski, 2020. "Examination of marketing mix performance in relation to sustainable development of the Poland’s confectionery industry," PLOS ONE, Public Library of Science, vol. 15(10), pages 1-25, October.
    4. Kainuma, Yasutaka & Tawara, Nobuhiko, 2006. "A multiple attribute utility theory approach to lean and green supply chain management," International Journal of Production Economics, Elsevier, vol. 101(1), pages 99-108, May.
    5. Shuyi Wang & Daizhong Su, 2022. "Sustainable Product Innovation and Consumer Communication," Sustainability, MDPI, vol. 14(14), pages 1-19, July.
    6. Cosette M. Joyner Armstrong & Kim Y. Hiller Connell & Chunmin Lang & Mary Ruppert-Stroescu & Melody L. A. LeHew, 2016. "Educating for Sustainable Fashion: Using Clothing Acquisition Abstinence to Explore Sustainable Consumption and Life Beyond Growth," Journal of Consumer Policy, Springer, vol. 39(4), pages 417-439, December.
    7. Frank‐Martin Belz & Birte Schmidt‐Riediger, 2010. "Marketing strategies in the age of sustainable development: Evidence from the food industry," Business Strategy and the Environment, Wiley Blackwell, vol. 19(7), pages 401-416, November.
    8. Bai, Chunguang & Sarkis, Joseph, 2010. "Integrating sustainability into supplier selection with grey system and rough set methodologies," International Journal of Production Economics, Elsevier, vol. 124(1), pages 252-264, March.
    9. Ciliberti, Francesco & Pontrandolfo, Pierpaolo & Scozzi, Barbara, 2008. "Logistics social responsibility: Standard adoption and practices in Italian companies," International Journal of Production Economics, Elsevier, vol. 113(1), pages 88-106, May.
    10. Marie-Laure Djelic & Antti Ainamo, 1999. "The Coevolution of New Organizational Forms in the Fashion Industry: A Historical and Comparative Study of France, Italy, and the United States," Organization Science, INFORMS, vol. 10(5), pages 622-637, October.
    11. Sofia Garcia-Torres & Marta Rey-Garcia & Laura Albareda-Vivo, 2017. "Effective Disclosure in the Fast-Fashion Industry: from Sustainability Reporting to Action," Sustainability, MDPI, vol. 9(12), pages 1-27, December.
    12. Chung, Chun-Jen & Wee, Hui-Ming, 2008. "Green-component life-cycle value on design and reverse manufacturing in semi-closed supply chain," International Journal of Production Economics, Elsevier, vol. 113(2), pages 528-545, June.
    13. Ion Popa & Claudiu Cicea & Simona Catalina Stefan & Corina Marinescu & Daniel Botez, 2023. "Bibliometric Analysis of Electrical and Electronic Equipment Production and Consumption in the Context of the Circular Economy," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 25(62), pages 1-63, February.
    14. Rondinelli, Dennis A. & Berry, Michael A., 2000. "Environmental citizenship in multinational corporations: social responsibility and sustainable development," European Management Journal, Elsevier, vol. 18(1), pages 70-84, February.
    15. Marie-Laure Salles-Djelic & Antti Ainamo, 1999. "The Coevolution of New Organizational Forms in the Fashion Industry: A Historical and Comparative Study of France, Italy, and the United States," Post-Print hal-01892019, HAL.
    16. Leandro Pereira & Rita Carvalho & Álvaro Dias & Renato Costa & Nelson António, 2021. "How Does Sustainability Affect Consumer Choices in the Fashion Industry?," Resources, MDPI, vol. 10(4), pages 1-30, April.
    17. Reinartz, Werner & Haenlein, Michael & Henseler, Jörg, 2009. "An empirical comparison of the efficacy of covariance-based and variance-based SEM," International Journal of Research in Marketing, Elsevier, vol. 26(4), pages 332-344.
    Full references (including those not matched with items on IDEAS)

    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. Caniato, Federico & Caridi, Maria & Crippa, Luca & Moretto, Antonella, 2012. "Environmental sustainability in fashion supply chains: An exploratory case based research," International Journal of Production Economics, Elsevier, vol. 135(2), pages 659-670.
    2. Hassini, Elkafi & Surti, Chirag & Searcy, Cory, 2012. "A literature review and a case study of sustainable supply chains with a focus on metrics," International Journal of Production Economics, Elsevier, vol. 140(1), pages 69-82.
    3. Kudla, Nicole & Stölzle, Wolfgang, 2011. "Sustainability Supply Chain Management Research," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 65(3), pages 263-301.
    4. Reid, Gavin C. & Smith, Julia A., 2009. "A coevolutionary analysis of organisational systems and processes: Quantitative applications to information system dynamics in small entrepreneurial firms," CRITICAL PERSPECTIVES ON ACCOUNTING, Elsevier, vol. 20(6), pages 762-781.
    5. Fung, Yi-Ning & Chan, Hau-Ling & Choi, Tsan-Ming & Liu, Rong, 2021. "Sustainable product development processes in fashion: Supply chains structures and classifications," International Journal of Production Economics, Elsevier, vol. 231(C).
    6. Jiang, Shisong & Gong, Limin & Wang, Hua & Kimble, Chris, 2016. "Institution, strategy, and performance: A co-evolution model in transitional China," Journal of Business Research, Elsevier, vol. 69(9), pages 3352-3360.
    7. Abdullah Yıldızbaşı & Cihat Öztürk & Deniz Efendioğlu & Serol Bulkan, 2021. "Assessing the social sustainable supply chain indicators using an integrated fuzzy multi-criteria decision-making methods: a case study of Turkey," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(3), pages 4285-4320, March.
    8. Udo Staber, 2008. "Network Evolution in Cultural Industries," Industry and Innovation, Taylor & Francis Journals, vol. 15(5), pages 569-578.
    9. Djelic, Marie-Laure & Quack, Sigrid, 2002. "The missing link: Bringing institutions back into the debate on economic globalisation," Discussion Papers, Research Unit: Organization and Employment FS I 02-107, WZB Berlin Social Science Center.
    10. Wu, Yuanyuan & Wu, Shikui, 2016. "Managing ambidexterity in creative industries: A survey," Journal of Business Research, Elsevier, vol. 69(7), pages 2388-2396.
    11. repec:hal:spmain:info:hdl:2441/5oojir5leh8icq847ddt2lej75 is not listed on IDEAS
    12. Harpreet Kaur & Surya Prakash Singh, 2019. "Sustainable procurement and logistics for disaster resilient supply chain," Annals of Operations Research, Springer, vol. 283(1), pages 309-354, December.
    13. Luminita Cristina SIMION & Silvia AVASILCAI, 2020. "Smart Factory & Amp; Management 4.0 Vision For Apparel Industry In Romania," Proceedings of the INTERNATIONAL MANAGEMENT CONFERENCE, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(1), pages 572-584, November.
    14. Khorramshahgol, Reza & Al-Husain, Raed, 2021. "A GP-AHP approach to Design Responsive Supply Chains for Pareto Customers," Operations Research Perspectives, Elsevier, vol. 8(C).
    15. repec:spo:wpmain:info:hdl:2441/2ilfdosc5a9umpcja7bbsturuq is not listed on IDEAS
    16. repec:hal:spmain:info:hdl:2441/2ilfdosc5a9umpcja7bbsturuq is not listed on IDEAS
    17. Mario Benassi, 2009. "Investigating modular organizations," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 13(3), pages 163-192, August.
    18. Bronk, Richard & Beckert, Jens, 2022. "The instability of preferences: Uncertain futures and the incommensurable and intersubjective nature of value(s)," MPIfG Discussion Paper 22/1, Max Planck Institute for the Study of Societies.
    19. Mehran Tohidi & Saeid Homayoun & Ali RezaHoseini & Razieh Ehsani & Morteza Bagherpour, 2024. "Sustainability-Driven Supplier Selection: Insights from Supplier Life Value and Z-Numbers," Sustainability, MDPI, vol. 16(5), pages 1-39, March.
    20. Andreea-Ionela Puiu & Rodica Ianole-Călin & Elena Druică, 2023. "Exploring the Consumer Acceptance of Nano Clothing Using a PLS-SEM Analysis," Stats, MDPI, vol. 6(4), pages 1-19, October.
    21. Mao, N. & McAleer, M.J. & Bai, S., 2017. "Impact of Psychological Needs on Luxury Consumption," Econometric Institute Research Papers EI2017-19, Erasmus University Rotterdam, Erasmus School of Economics (ESE), Econometric Institute.
    22. Mani, Venkatesh & Gunasekaran, Angappa & Papadopoulos, Thanos & Hazen, Benjamin & Dubey, Rameshwar, 2016. "Supply chain social sustainability for developing nations: Evidence from India," Resources, Conservation & Recycling, Elsevier, vol. 111(C), pages 42-52.
    23. Allen J. Scott, 2005. "Competitive Dynamics of Southern California's Clothing Industry," Urban/Regional 0511015, University Library of Munich, Germany.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    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:17:y:2025:i:12:p:5546-:d:1680204. 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.