Organizational communication and social marketing strategies targeting Spanish consumers of fashion. Sustainability as a form of happiness management
Purpose - The purpose of this study is to understand the perception and purchase intentions of Spanish consumers towards sustainable fashion and to see if this can guide the marketing strategy for sustainable fashion. Design/methodology/approach - A mixed methodology has been designed to test the ca...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión aceptada para publicación |
| Fecha de publicación: | 2022 |
| País: | España |
| Institución: | Universidad de Sevilla (US) |
| Repositorio: | idUS. Depósito de Investigación de la Universidad de Sevilla |
| OAI Identifier: | oai:idus.us.es:11441/155116 |
| Acceso en línea: | https://hdl.handle.net/11441/155116 https://doi.org/10.1108/CG-05-2021-0187 |
| Access Level: | acceso abierto |
| Palabra clave: | Marketing Communications Happiness Sustainability Advertising Social Companies |
| Sumario: | Purpose - The purpose of this study is to understand the perception and purchase intentions of Spanish consumers towards sustainable fashion and to see if this can guide the marketing strategy for sustainable fashion. Design/methodology/approach - A mixed methodology has been designed to test the categories: knowledge, environmental concern, product-related features and social influence. Findings - The results of this study suggest that some implications and advice on sustainability marketing strategy could help companies to develop sustainable fashion for Spanish consumers. Originality/value - The originality of this study lies in the focus on sustainability to achieve happiness and satisfaction of people as a form of governance from a social point of view. |
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