Navigating the landscape of green marketing trends and identifying greenwashing red flags

Title

Navigating the landscape of green marketing trends and identifying greenwashing red flags

Creator

Somesh P.; Ritika M.; Singh H.

Description

Through this chapter, the authors intend to provide information to the fashion and retail industry about the latest trends and their drawbacks, further increasing the awareness of environmentally conscious consumers. The objective of the study is first to examine the prevalent green marketing strategies adopted by fashion and retail businesses. Further, it also evaluates the actual reality and effectiveness behind the strategies used by brands to understand if they are creating an illusion of sustainability or are genuinely committed through case studies of various retail brands. Lastly it investigates consumer attitudes and perceptions of green marketing in fashion and retail. This research employs an approach to explore driving factors for green marketing in the fashion and retail industry. Utilizing secondary data, a comprehensive review of existing literature on sustainable practices, consumer behaviour, and industry trends was done. 2024, IGI Global. All rights reserved.

Source

Driving Green Marketing in Fashion and Retail, pp. 82-94.

Date

2024-01-01

Publisher

IGI Global

Coverage

Somesh P., Christ University, India; Ritika M., Christ University, India; Singh H., Christ University, India

Rights

Restricted Access

Relation

ISBN: 979-836933050-0; 979-836933049-4

Format

Online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-3049-4.ch005

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