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Communicating green fashion across different cultures and geographical regions

Author

Listed:
  • Corinna Dickenbrok

    (Universidade Nova de Lisboa)

  • Luis F. Martinez

    (Universidade Nova de Lisboa)

Abstract

This paper studies the communication of eco-fashion start-ups across different cultures and geographical regions. The focus lies on market potential of the niche market in sustainable fashion, previous communication of former eco-fashion brands, the cultural diversity and desired brand-awareness to identify recommendations in communicating sustainable fashion. By applying a grounded theory qualitative approach – relying on in-depth interviews with a sample of five (co-) founders of green start-ups from three different continents –, this paper suggests effective practices for communicating transparently, for including influencers in the process, and for addressing local needs successfully. Communicating green fashion labels and, at the same time, protecting the identity, coherence and appeal of the brands remains a key challenge. Findings also suggest that sustainability is demanded worldwide, yet with different communication purposes – distinctiveness in the Western world and group cohesion in Latin America and Middle East. Consequently, this paper lays a foundation for understanding the creation of desire in sustainable fashion. Overall, this paper seeks to contribute to a better comprehension of the specific communication patterns involved in green fashion.

Suggested Citation

  • Corinna Dickenbrok & Luis F. Martinez, 2018. "Communicating green fashion across different cultures and geographical regions," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 127-141, June.
    • Handle: RePEc:spr:irpnmk:v:15:y:2018:i:2:d:10.1007_s12208-018-0194-6
    DOI: 10.1007/s12208-018-0194-6
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    References listed on IDEAS

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    1. Arminda Finisterra do Paço & Mário Raposo, 2008. "Determining the characteristics to profile the “green” consumer: an exploratory approach," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 5(2), pages 129-140, December.
    2. Tim Jackson, 2005. "Live Better by Consuming Less?: Is There a “Double Dividend” in Sustainable Consumption?," Journal of Industrial Ecology, Yale University, vol. 9(1‐2), pages 19-36, January.
    3. Thompson, Craig J & Haytko, Diana L, 1997. "Speaking of Fashion: Consumers' Uses of Fashion Discourses and the Appropriation of Countervailing Cultural Meanings," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(1), pages 15-42, June.
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    Cited by:

    1. Vanessa Hanel & Debra Z. Basil, 2023. "Socially conscious consumer behavior: the role of ethical self-identity and priming," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 427-445, June.
    2. Jhanghiz Syahrivar & Kenny Kusuma & Randy Azhary Pahlevi & Yuling Wei & Chairy Chairy & Genoveva Genoveva, 2023. "No longer look down: investigating second-hand clothing purchase in Indonesia," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 319-339, June.
    3. Isabel Palomo-Domínguez & Rodrigo Elías-Zambrano & Víctor Álvarez-Rodríguez, 2023. "Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted," Sustainability, MDPI, vol. 15(11), pages 1-23, May.
    4. Catalin M. Stancu & Alice Grønhøj & Liisa Lähteenmäki, 2020. "Meanings and Motives for Consumers’ Sustainable Actions in the Food and Clothing Domains," Sustainability, MDPI, vol. 12(24), pages 1-25, December.

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