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Sustainable Style: Unraveling the Trends and Future of Green Marketing in the Textile and Apparel Industry

Author

Listed:
  • Can Cui

    (School of Fashion, Henan Institute of Science and Technology, Xinxiang 453000, China
    Faculty of Design and Architecture, Department of Industrial Design, Universiti Putra Malaysia, Serdang 43400, Malaysia)

  • Nazlina Shaari

    (Faculty of Design and Architecture, Department of Industrial Design, Universiti Putra Malaysia, Serdang 43400, Malaysia)

  • Sazrinee Zainal Abidin

    (Faculty of Design and Architecture, Department of Industrial Design, Universiti Putra Malaysia, Serdang 43400, Malaysia)

  • Noor Azizi Mohd Ali

    (Faculty of Design and Architecture, Department of Industrial Design, Universiti Putra Malaysia, Serdang 43400, Malaysia)

Abstract

With the rise of the green economy and the increasing awareness of consumer sustainability, green marketing has become a global competition strategy adopted by the textile and apparel industry. This study explores key factors and challenges in green marketing to support the industry’s sustainable development. Using the PRISMA 2020 methodology, 54 studies were systematically reviewed to identify core themes: green marketing and branding, consumer behavior and green consumption, circular economy and sustainability, green supply chain management, and textile and fashion culture. The findings reveal that consumers’ understanding of green knowledge and corporate green branding strategies are key factors in the success of green marketing. This review integrates effective strategies for practitioners and new directions for future research. It also highlights the added value of green marketing in fostering sustainability and proposes a conceptual framework for industry application. By addressing gaps in existing research, this study provides actionable recommendations for bridging theory and practice in green marketing. Future research should investigate region-specific dynamics and further develop strategies to enhance the industry’s sustainability efforts. This work contributes to a deeper understanding of the interplay between green marketing and sustainable development in textiles and apparel.

Suggested Citation

  • Can Cui & Nazlina Shaari & Sazrinee Zainal Abidin & Noor Azizi Mohd Ali, 2025. "Sustainable Style: Unraveling the Trends and Future of Green Marketing in the Textile and Apparel Industry," Sustainability, MDPI, vol. 17(1), pages 1-26, January.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:1:p:292-:d:1559327
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    References listed on IDEAS

    as
    1. Yingying Sun & Kexin Bi & Shi Yin, 2020. "Measuring and Integrating Risk Management into Green Innovation Practices for Green Manufacturing under the Global Value Chain," Sustainability, MDPI, vol. 12(2), pages 1-33, January.
    2. Zhongfu Tan & Burhan Sadiq & Tayyeba Bashir & Hassan Mahmood & Yasir Rasool, 2022. "Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust," Sustainability, MDPI, vol. 14(10), pages 1-15, May.
    3. Yao Song & Zhenzhen Qin & Zihao Qin, 2020. "Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase," SAGE Open, , vol. 10(4), pages 21582440209, October.
    4. 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.
    5. Yuqing Geng & Mukasar Maimaituerxun, 2022. "Research Progress of Green Marketing in Sustainable Consumption based on CiteSpace Analysis," SAGE Open, , vol. 12(3), pages 21582440221, August.
    6. Dahlquist, Steven H., 2021. "How green product demands influence industrial buyer/seller relationships, knowledge, and marketing dynamic capabilities," Journal of Business Research, Elsevier, vol. 136(C), pages 402-413.
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