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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