Organizational communication and social marketing strategies targeting Spanish consumers of fashion. Sustainability as a form of happiness management

Gloria Jiménez-Marín, Araceli Galiano-Coronil, Luis Bayardo Tobar-Pesántez

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

10 Citas (Scopus)

Resumen

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.

Idioma originalInglés
Páginas (desde-hasta)506-520
Número de páginas15
PublicaciónCorporate Governance (Bingley)
Volumen22
N.º3
DOI
EstadoAceptada/en prensa - 2021

Nota bibliográfica

Publisher Copyright:
© 2021, Emerald Publishing Limited.

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