Driving Green Marketing in Fashion and Retail

Theodore K. Tarnanidis (Curatore)

Evridiki Papachristou (Curatore)

IGI Global, 2024

Today, sustainability is a critical issue in the fashion industry. However, it can be challenging for fashion businesses to adopt green marketing strategies while keeping up with digital innovations. The book, Driving Green Marketing in Fashion and Retail , explores cutting-edge techniques to provide solutions to this challenge. It is an essential guide for fashion marketers looking to align their practices with environmental responsibility. As consumers become increasingly conscious of the environmental and social impacts of their purchasing decisions, fashion brands must adapt or risk being left behind. This book offers a comprehensive roadmap for embracing sustainability through digital marketing channels. From leveraging AI and big data analytics to implementing eco-friendly packaging solutions, each chapter presents actionable insights tailored to the modern fashion landscape. For academics, researchers, students, and industry professionals, Driving Green Marketing in Fashion and Retail provides a vital resource for understanding and implementing green marketing strategies. By bridging the gap between theory and practice, this book empowers readers to engage with the forefront of sustainable fashion marketing, fostering a brighter, more environmentally conscious future for the industry.

• Curatore: Theodore K. Tarnanidis, Evridiki Papachristou
• Editore: IGI Global
• Collana: Advances in Marketing, Customer Relationship Management, and E-Services
• Anno: 2024
• Rilegatura: Paperback / softback
• Pagine: 312 p.
• Dimensioni: 279 x 216 mm
• EAN: 9798369351178

Testo in English