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The Concept of Sustainability Supported by Green Marketing in Digital Communication Applied to Textile Fashion

The Concept of Sustainability Supported by Green Marketing in Digital Communication Applied to Textile Fashion

José Duarte Santos, Inês Veiga Pereira, Mariana Cardoso Passos
Copyright: © 2023 |Pages: 26
ISBN13: 9781668455234|ISBN10: 1668455234|ISBN13 Softcover: 9781668455241|EISBN13: 9781668455258
DOI: 10.4018/978-1-6684-5523-4.ch006
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MLA

Santos, José Duarte, et al. "The Concept of Sustainability Supported by Green Marketing in Digital Communication Applied to Textile Fashion." Promoting Organizational Performance Through 5G and Agile Marketing, edited by José Duarte Santos and Bruno Miguel Sousa, IGI Global, 2023, pp. 96-121. https://doi.org/10.4018/978-1-6684-5523-4.ch006

APA

Santos, J. D., Pereira, I. V., & Passos, M. C. (2023). The Concept of Sustainability Supported by Green Marketing in Digital Communication Applied to Textile Fashion. In J. Santos & B. Sousa (Eds.), Promoting Organizational Performance Through 5G and Agile Marketing (pp. 96-121). IGI Global. https://doi.org/10.4018/978-1-6684-5523-4.ch006

Chicago

Santos, José Duarte, Inês Veiga Pereira, and Mariana Cardoso Passos. "The Concept of Sustainability Supported by Green Marketing in Digital Communication Applied to Textile Fashion." In Promoting Organizational Performance Through 5G and Agile Marketing, edited by José Duarte Santos and Bruno Miguel Sousa, 96-121. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-5523-4.ch006

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Abstract

To understand how fashion brands are communicating their sustainability strategies supported in green marketing, a case study was developed with the brands H&M and Levi's. An analysis of the green marketing mix of both brands was carried out with a special focus on digital communication. Their sustainability reports and digital tools were analyzed, namely website, blog, newsletter, and social networks. It was found that both fashion brands are investing significantly in strategies to become more sustainable, seeking to adapt the marketing mix in a green marketing perspective, and are using the online medium to communicate their efforts.

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