KOREASCHOLAR

DON’T LET FASHION GO TO WASTE: A CASE STUDY IN SOCIAL MARKETING EFFORTS INTENDED TO PROMOTE SUSTAINABLE CONSUMPTION PRACTICES IN ASIA

Anne Peirson-Smith
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/299088
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
pp.543-548
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper will investigate social marketing strategies and tactics used to promote sustainable fashion consumption. It will map the impact of selected ethical awareness-raising campaigns by Asia-based sustainability champion NGO, Redress, using a case study method to determine the effectiveness of promotional practices employed in promoting environmentally sustainable fashion brands.

Keyword
sustainable fashion consumptionNGOfashion industryfast fashionsupply chain
Author
  • Anne Peirson-Smith(City University of Hong Kong, Hong Kong)