Sustainable Clothing and Marketing of Sustainable Clothing
Nguyen, Nhi (2020)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120626377
https://urn.fi/URN:NBN:fi:amk-2020120626377
Tiivistelmä
As one of the most polluting industries in the world, the fashion industry has a harmful impact on the planet. Consumers and businesses are two important stakeholders who need to make changes to the current consumption and production behavior. Sustainable clothing, therefore, is a timely solution to existing issues in the fashion industry that requires stakeholders to take the environment and people into consideration when treating clothes. Thus, many businesses strive to be more sustainable to meet customer demands and protect the planet. The objective of the thesis is to get to know sustainable clothing and marketing of sustainable clothing. The study was commissioned by Népra Oy, the case company. The final goal of the thesis is to develop a development plan which provides suggestions on how the case company can improve their marketing of sustainable clothing.
The theoretical basis is formed by marketing theory, fashion marketing, green marketing, and sustainable marketing. The 4P’s and 4C’s of the marketing are also used to gain a deeper understanding of sustainable clothing marketing. Maslow’ hierarchy of needs and buyer decision-making process are also introduced. To support the development plan, a SWOT analysis is used to analyse the existing marketing situation of the case company.
In the empirical section of the study, both qualitative and quantitative approaches are used. The case company’s marketing analysis and a web survey were used as the data collecting methods.
The research results indicate that the website is the main source customers use to learn about the company, product information, and sustainability information. Customers also use other marketing channels to connect with the brand. Besides, customers favor sustainable products and they prefer to buy from a familiar brand. When buying activewear clothing products, brand transparency is the most important sustainability factor. These and other results of the research can be used to create a development plan for the case company.
The theoretical basis is formed by marketing theory, fashion marketing, green marketing, and sustainable marketing. The 4P’s and 4C’s of the marketing are also used to gain a deeper understanding of sustainable clothing marketing. Maslow’ hierarchy of needs and buyer decision-making process are also introduced. To support the development plan, a SWOT analysis is used to analyse the existing marketing situation of the case company.
In the empirical section of the study, both qualitative and quantitative approaches are used. The case company’s marketing analysis and a web survey were used as the data collecting methods.
The research results indicate that the website is the main source customers use to learn about the company, product information, and sustainability information. Customers also use other marketing channels to connect with the brand. Besides, customers favor sustainable products and they prefer to buy from a familiar brand. When buying activewear clothing products, brand transparency is the most important sustainability factor. These and other results of the research can be used to create a development plan for the case company.