Can brand communication which educates "social" consumers about sustainable fashion persuade them...

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Can brand communication which educates "social" consumers about sustainable fashion persuade them to purchase? by Mind Map: Can brand communication which educates "social" consumers about sustainable fashion persuade them to purchase?

1. Question: Are there techniques used in when marketing fashion in general and techniques used in marketing sustainability products not related to fashion that can be combined?

2. What effect does demographic have?

2.1. Gender

2.1.1. Gender doesn't always affect buying behaviour D'Souza 2015, mentions brand image can affect buying eco friendly as men are less likely to show self expression. This however, is not to do with their values of pro environemental and a separte issue. Females are more interested in green apparel and more likely to have purchased green apparel. (Stall-Meadows & Davey, 2013) Consumer behaviour is different depending on demographics. It is hard to specify for what demographics organisations should build on online communities to show transparency on their actions - consumers seek informative content that they can rely on (Cervellon & Wernerfelt, 2012) We don't know how this affects different demographics is our main point.

2.2. Price here? price not higher than 20% to get a sustainable item of clothing. (Ciasullo et al., 2017)

3. Should all consumers be targeted in marketing for sustainable fashion?

3.1. Different types of consumer types and effects on buying sustainable: 1.Self (not concerned with sustainable fashion, only concerned with quick speed & turnover, concerned with newness of clthes and tended to be younger people), 2.Social (have concerns about environment, but see barriers to buying sustainably, so they are the market with the most potential), 3.Sacrifice (will buy SF, but reduce their consumption, so need convince them to buy more) (McNeill, Moore, 2015)

3.1.1. Self Consumers who are missing knowledge about the damage the fashion industry causes are unlikely to be sustainable consumers (Di Benedetto, 2017). Can environmental values be instilled in the consumer, who is not concerned with the environment`?

3.1.2. Social Important to note that "Social" consumers represent a large potential market for sustainable fashion. These consumers are not fully aware of fashion's impact on the environment, but can be told about it. Here is where marketing communication comes in. McNeill & Moore (2015) did not focus on where marketing communications can address this "social" group, and thus its effects still need to be studied. Can marketing communication which educates consumers and is transparent about an organisation's CSR (sustainability) affect buying habits of "social" consumers?

3.1.3. Sacrifice This suggests consumer awareness on fashion's environmental impact may effect their buying habits. Consumer's environmental consciousness = profit for business if they do adopt sustainable supply chains and demonstrate CSR (Nagurney & Yu, 2012) People who have a positive attitude toward the environment tend to exhibit pro-environmental behaviour (Wuertz, 2015).

4. Does marketing sustainability detract from fulfilling consumers hedonistic needs (i.e quality, aesthetic value)

4.1. Consumers have generally positive attitudes toward purchasing sustainable fashion, but are skeptical about it's quality and aesthetic value. (Min Kong, 2017)

4.1.1. Fashion was and still is Bused to be to impress others^, however sustainable fashion; Bit’s for yourself^, underlines Johannes Heilberger. That is Bone of the breaking points^ why consumers do not talk about sustainable fashion that much. It is a huge difference to contemporarily fashion, and Bdecreases communications potential^. Recent studies affirm that sustainable consumption has been linked to the formation of the self (Connolly and Prothero 2008). Consumers are seeking to be part of the sustainable movement and to have a positive social and environmental impact. All this raises consumers’ self-esteem. Hence, ecofashion brands’ consumers typically engage in buying behavior based on the purpose of 138 C. Dickenbrok, L.F. Martinez the brands, and not on their particular need of the product. This could create a different pattern in communication. Those inspiring brands that seek to communicate the reasons for producing sustainable fashion will eventually motivate the consumers around them.

4.2. Attitude behaviour gap has to do with the fact that eco-fashion only appeals to a certain amount of consumers and their aesthetics (Niinimaki et al., 2010)

4.2.1. This is called attitude-behavior gap and has its roots in cost considerations, interest and (lack of) knowledge (Butler & Francis, 1997) So this is less about aesthetics, but could be a good link to the whole education thing.

4.3. It is more style (timeless) than fashion (dictated by external forces) bc it lasts longer & was more quality - consumers of sustainable fashion buy less frequently (which could be a problem for competing on high turnover) (Lunblad & Davies, 2016)

4.4. 'eco' shouldn't be a word that immediately conjures up images of oatmeal-coloured garments or garments that are oversized or lacking in any sort of luxury or beauty or detailing or desirability. 1 think that's something that really needs to be broken down, and there should be no compromises from the design poi nt-of-view. Your products should not be compromised in any way just because they're environmentally friendly. Stella McCartnety, Lee, 2009

5. Sustainable Fashion

5.1. What is sustainable fashion?

5.1.1. Sustainable business models (Joergen, 2006)

5.1.2. ethical and fair-trade working conditions (Joergen, 2006)

5.1.3. traceability and transparency it the supply chain (Joy & Pena, 2017)

5.1.4. There not one solidifying definition of sustainable fashion, but it also goes by many names such as, fair-trade, green, eco-, ethical or organic clothing, and also falls under the category of “slow fashion” (Cervellon & Carey, 2014)

5.1.5. Sustainable fashion juxtaposes the fast fashion paradigm; challenges the existing boundaries between the organisation and its stakeholders, slows the supply chain of clothing into wider time frame, and focuses on empowering and fairly treating workers (Clark, 2008).

5.2. Why is there a need for sustainable fashion?

5.2.1. Corporate Social Responsibility (CSR) - (Joergens, 2006)

5.2.2. Negative environmental effects of "fast fashion" The fashion industry produces 10% of the earth’s carbon emissions, is the second largest consumer of the earth’s water supply, and in the UK alone, an estimated £140 million (350,000 tonnes) of clothing goes to a landfill each year, contributing to an insurmountable amount of waste (WARP, 2012) Fast fashion organisations employ low-cost labour, and non-sustainable materials to make profit (Gam & Banning, 2011)

5.2.3. Values and Motivations of sustainable consumers As global awareness increases about exploitive labour, and highly wasteful practices, in the fashion industry, consumers are seeking sustainable fashion options (Gam & Banning, 2011) Concern towards the practices of the fashion industry has evolved over the years from anti-fur campaigns in the in the 1980s and concern of sweatshop scandals in the 1990s, organisations have had to adapt to consumers environmental and social concerns (BSR, 2012) Following these movements, emerged the move toward sustainability, which has been identified as a “mega-trend" (McDonagh & Prothero, 2014)

5.3. Proof and examples of sustainable fashion

5.3.1. Many brands have taken to sustainable fashion such as, Stella McCartney, who uses only organic fabric and only works with ethical manufactures, Patagonia which employs environmental campaigns, social responsibility programmes, and Reformation, which utilizes reused materials and a sustainable supply chain (Di Bennedetto, 2017).

6. *Kotler is the link between these two parts!!!*