Artículo
Organizational communication and social marketing strategies targeting Spanish consumers of fashion. Sustainability as a form of happiness management
Autor/es | Jiménez-Marín, Gloria
Galiano Coronil, Araceli Tobar-Pesántez, Luis Bayardo |
Departamento | Universidad de Sevilla. Departamento de Comunicación Audiovisual, Publicidad y Literatura |
Fecha de publicación | 2022 |
Fecha de depósito | 2024-02-12 |
Publicado en |
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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.
... 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. |
Cita | Jiménez-Marín, G., Galiano Coronil, A. y Tobar-Pesántez, L.B. (2022). Organizational communication and social marketing strategies targeting Spanish consumers of fashion. Sustainability as a form of happiness management. Corporate Governance: An International Review, 22 (3), 506-520. https://doi.org/10.1108/CG-05-2021-0187. |
Ficheros | Tamaño | Formato | Ver | Descripción |
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Corpo_Governance_22_r.pdf | 310.0Kb | [PDF] | Ver/ | |