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Green Marketing Strategies for Sustainable Fashion: Educating and Engaging Consumers
Abstract
This chapter explores green marketing strategies in sustainable fashion, focusing on consumer behavior, storytelling, transparency, certifications, collaborations, and digital engagement. Insights from Lee highlight social influence and environmental concern in green purchasing. Brands use storytelling, like Patagonia's “Worn Wear,” to connect emotionally. Transparency, as seen with Everlane, builds trust. Certifications such as fair trade and GOTS guide consumer choices towards sustainability. Collaborations, like Stella McCartney's with Parley for the Oceans, amplify sustainability messages. Digital platforms, notably Instagram, engage eco-conscious audiences effectively. Consumer responses, including challenges like greenwashing, are discussed. The chapter concludes with brands' role in consumer education through workshops and campaigns, offering a concise guide to navigate green marketing in the fashion industry.
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