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Marketing Sustainable Fashion: Trends and Future Directions

Author

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  • 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
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    Cited by:

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    2. Sabina Krsnik & Karmen Erjavec, 2024. "Comprehensive Study on the Determinants of Green Behaviour of Slovenian Consumers: The Role of Marketing Communication, Lifestyle, Psychological, and Social Determinants," Sustainability, MDPI, vol. 16(17), pages 1-21, August.
    3. Thi-Ha Le & Phuong Dang & Trinh Bui, 2024. "Towards Sustainable Products and Services: The Influences of Traditional Costumes in Promoting Sustainable Fashion," Sustainability, MDPI, vol. 16(22), pages 1-22, November.
    4. Xiaofang Jin & Azizah Omar & Kai Fu, 2024. "Factors Influencing Purchase Intention toward Recycled Apparel: Evidence from China," Sustainability, MDPI, vol. 16(9), pages 1-26, April.
    5. Xue Min & Lei Shen & Xiangfang Ren, 2024. "The Role of Clothing Technology in Supporting Sustainable Fashion in the Post-COVID-19 Era," Sustainability, MDPI, vol. 16(19), pages 1-21, September.
    6. 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.
    7. 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.
    8. 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.

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