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What's in it for the customers? Successfully marketing green clothes

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  • Arnt Meyer

Abstract

Most green marketing literature is strongly based on the assumption that a consumer's environmental awareness is a pre‐condition for green purchasing. While following such a ‘behaviouristic’ green marketing both scholars and companies seem to have neglected that green products are bought only if customers perceive the products as superior to competitors’ offerings. This paper argues that economic theory can give additional valuable input to green marketing. A first important step for marketing according to the economic approach is to identify how consumers perceive the products' cost and benefits. In this paper, cost and benefits are differentiated into different categories, which may help companies in finding their products' value added. In a second phase, companies can focus on stressing product advantages rather than on overcoming barriers. Using the example of green clothes this contribution shows what such a marketing strategy can look like. Copyright © 2001 John Wiley & Sons, Ltd and ERP Environment

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  • Arnt Meyer, 2001. "What's in it for the customers? Successfully marketing green clothes," Business Strategy and the Environment, Wiley Blackwell, vol. 10(5), pages 317-330, September.
    • Handle: RePEc:bla:bstrat:v:10:y:2001:i:5:p:317-330
    DOI: 10.1002/bse.302
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    References listed on IDEAS

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    1. 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.
    2. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    3. Md Mehedi Hasan & Liling Cai & Xiaofen Ji & Francisca Margarita Ocran, 2022. "Eco-Friendly Clothing Market: A Study of Willingness to Purchase Organic Cotton Clothing in Bangladesh," Sustainability, MDPI, vol. 14(8), pages 1-13, April.
    4. Geetika Varshneya & Shivendra K. Pandey & Gopal Das, 2017. "Impact of Social Influence and Green Consumption Values on Purchase Intention of Organic Clothing: A Study on Collectivist Developing Economy," Global Business Review, International Management Institute, vol. 18(2), pages 478-492, April.
    5. Tuğba Şener & Ferdi Bişkin & Nurgül Kılınç, 2019. "Sustainable dressing: Consumers' value perceptions towards slow fashion," Business Strategy and the Environment, Wiley Blackwell, vol. 28(8), pages 1548-1557, December.
    6. Peter Dobers & Lars Strannegård, 2005. "Design, lifestyles and sustainability. Aesthetic consumption in a world of abundance," Business Strategy and the Environment, Wiley Blackwell, vol. 14(5), pages 324-336, September.
    7. Joop de Boer, 2003. "Sustainability labelling schemes: the logic of their claims and their functions for stakeholders," Business Strategy and the Environment, Wiley Blackwell, vol. 12(4), pages 254-264, July.
    8. Vinod Kumar & Zillur Rahman & A.A. Kazmi, 2013. "Sustainability Marketing Strategy: An Analysis of Recent Literature," Global Business Review, International Management Institute, vol. 14(4), pages 601-625, December.
    9. Christian Fuentes, 2014. "Green Materialities: Marketing and the Socio‐material Construction of Green Products," Business Strategy and the Environment, Wiley Blackwell, vol. 23(2), pages 105-116, February.
    10. Hyun, Jonghan & Lee, Kiwon & Kim-Vick, Jihyun, 2021. "Consumer responses to trade-offs in eco-friendly clothing: The moderating effects of fashion leadership and regulatory focus," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    11. Qaisar Ali & Asma Salman & Shazia Parveen & Zaki Zaini, 2020. "Green Behavior and Financial Performance: Impact on the Malaysian Fashion Industry," SAGE Open, , vol. 10(3), pages 21582440209, September.

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