Fast Fashion and Green Marketing

Authors:
Syed Ali Shah
Hafeez Ullah
Saad Khan
Introduction:
The environment and green are critical issues for businesses in the century. This study
examines product assortments of eco-friendly products, green marketing strategies, and the
marketability of Trashion products among fashion brands. Data were collected through an
interview method from eight fashion brands that were actively conducting green marketing. The
general activities of green marketing were to produce eco-friendly products and/or an
economical support for environmental groups or green conservation campaigns. Eco-friendly
products included organic cotton products, well-being products made of bamboo or beans,
goods made of recycled plastic bottles, and Trashion items. The first reason was to improve the
brand image, then take social responsibility, and last participate in the environmental
movement. However, the price of green products and supplies of eco-friendly fabrics were the
most challenging issues for fashion businesses. The marketability of Trashion products was
directly opposed and managerial implications for green marketers were discussed .

2. Literature review
2.1. Theoretical perspective for consumers’
purchase intention The theory of reasoned action (Fishbein & Ajzen, 1975) served as the
theoretical base for this research because it measures attitudes (A) to predict relatively
straightforward behavioral intentions (BI). The TRA explains that human behavior may not be
totally rational, but it follows from a “reasonable set of considerations” (Ajzen, 2004, 62) that are
under voluntary or volitional control (Hale, Householder, & Greene, 2003). The researchers
surmised that consumers voluntarily purchase green apparel or buy apparel from companies that
make environmental marketing claims. The TRA has also been used to explain purchase intentions
of Generation Y consumers on fashion goods made of emu leather (Belleau, Summers, Xu, & Pinel,
2007); consumers donating used clothing (Ha-Brookshire & Hodges, 2009); and consumers
purchasing from apparel companies with a transparent supply chain (Bhaduri & Ha-Brookshire,
2011). For this study, attitudes (A) are defined as consumers’ perceived importance of a company’s
environmental marketing claims. These claims are: apparel made of organic fibers; apparel made
of recycled fibers; apparel made with sustainable manufacturing; using fair trade and labor
practices; and manufacturers and retailers donating to green organizations. For this study,
behavioral intentions (BI) are defined as consumers’ willingness to pay more for green apparel
from companies who use environmental marketing claims. Behavioral intentions may be affected
by additional external variables, such as past behavior or Journal of Global Fashion Marketing 35
experiences (Bagozzi, Wong, Shuzo, & Bergami, 2000), demographics (Ajzen & Fishbein, 1980),
and existing involvement levels (Belleau et al., 2007; Shim, Morris, & Morgan, 1989; Zaichkowsky,
1985). The additional external variables in this research are labeled “past experiences” and include
past awareness (have heard of green apparel) and past purchase experience (have purchased green
apparel).
Green markets
1. Introduction to green marketing Nowadays, a concept of
“green marketing” is becoming more and more popular. It began in Europe in the early
1980s when specific products were identified as being harmful to the earth’s atmosphere.
Terms like Phosphate Free, Recyclable, Refillable, Ozone Friendly, and environmentally
friendly are some of the things consumers most often associate with green marketing.
While these terms are green marketing claims, in general green marketing is a much
broader concept, one that can be applied to consumer goods, industrial goods and even
services. For example, around the world there are resorts that are beginning to promote
themselves as "ecotourism" facilities, i.e., facilities that "specialize" in experiencing
nature or operating in a fashion that minimizes their environmental impact. Thus green
marketing incorporates a broad range of activities, including product modification,
changes to the production process, packaging changes, as well as modifying advertising

2. Relationship between green marketing and the

sustainable development of garment industry:
The traditional production and consumption fashion has brought the humanity great
material wealth, but at the same time, it also brought a lot of new problems: population
explosion, the uneven income, the environmental pollution, the waste of resources, energy
crisis, and worse ecology. Facing the new challenge, the humanity realizes they must change
the original production and consumption way, and seeks a new sustainable production and
consumption way. Sustainable development, which means satisfying the contemporary needs
without sacrificing the future generations’ benefit, arises.

3. Analysis of cost and profit to implement green

marketing
3.1 In a short time: As society becomes more concerned with the natural
environment, businesses have begun to modify their behavior in an attempt to address
society's "new" concerns. Some businesses have been quick to accept concepts like
environmental management systems and waste minimization, and have integrated
environmental issues into all organizational activities. However, what businesses pursue is the
maximum profit. There are still a majority of businesses, who believe that promoting green
marketing costs too much, and will reduce their profit. So they have little motivation to carry
out green marketing. In a short-term of view, they are correct in a sense.

References: Ajzen, I. (2004). Theory of planned behavior. In N. Anderson (Ed.),

Encyclopedia of health and behavior (pp. 709– 712). Thousand Oaks, CA: SAGE
Publications, Inc. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting
social behavior. Englewood Cliffs, NJ: Prentice-Hall. American Marketing Association (2012).
Resource library: Dictionary. Retrieved from http://www. marketingpower.com Bagozzi, R.,
Wong, N., Shuzo, A., & Bergami, M. (2000). Cultural and situational contingencies and the
theory of reasoned action: Application to fast food restaurant consumption. Journal of
Consumer Psychology, 9, 97 – 106. Barber, N. (2012). Consumers’ intention to purchase
environmentally friendly wines: A segmentation approach. International Journal of
Hospitality and Tourism Administration, 13, 26 – 47. Beard, N. (2008). The branding of
ethical fashion and the consumer: A luxury niche or mass-market reality? Fashion Theory,
12, 447–468. Belleau, B., Summers, T., Xu, Y., & Pinel, R. (2007). Theory of reasoned action:
Purchase intention of young consumers. Clothing and Textiles Research Journal, 25, 244–
257. Bhaduri, G., & Ha-Brookshire, J. E. (2011). Do transparent business practices pay?
Exploration of transparency and consumer purchase intention. Clothing & Textiles Research
Journal, 29, 135– 149. Carlson, L., Grove, S., & Kangun, N. (1993). A content analysis of
environmental advertising claims: A matrix method approach. Journal of Advertising, 22, 27
– 40. Coddington, W. (1990). It’s no fad: Environmentalism is now a fact of corporate life.
Marketing News. October 15, 7. D’Souza, C., Taghian, M., & Lamb, P. (2006). An empirical
study on the influence of environmental labels on consumers. Corporate Communications, 11,
162– 173. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An
introduction to theory and research. Reading, MA: Addison-Wesley. Griskevicius, V., Tybur,
J., & Van den Bergh, B. (2010). Going green to be seen: Status, reputation, and conspicuous
consumption. Journal of Personality and Social Psychology, 98(March), 392– 404. Ha-
Brookshire, J., & Hodges, N. (2009). Socially responsible consumer behavior? Exploring used
clothing donation behavior. Clothing and Textiles Research Journal, 27, 179– 196. Hale, J.,
Householder, B., & Greene, K. (2003). The theory of reasoned action. In J. Dillard & M. Pfau
(Eds.), The persuasion handbook: Developments in theory and practice (pp. 259– 286).
Thousand Oaks, CA: Sage. Jang, J., Ko, E., Chun, E., & Lee, E. (2012). A study of a social
content message for sustainable development in the fast fashion industry. Journal of Global
Fashion Marketing, 3(2), 61 – 70. Johri, L., & Sahasakmontri, K. (1998). Green marketing of
cosmetics and toiletries in Thailand. Journal of Consumer Marketing, 15, 265– 281. Kim, H.
S., & Damhorst, M. L. (1999). Environmental attitude and commitment in relation to ad
message credibility. Journal of Fashion Marketing & Management, 3, 1 – 30. Kim, H., Lee, E.,
& Hur, W. (2012). The normative social influence on eco-friendly consumer behavior: The
moderating effect of environmental marketing claims. Clothing and Textiles Research
Journal, 301, 4 – 18. Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting
consumers who are willing to pay more for environmentally friendly products. Journal of
Consumer Marketing, 18, 503– 520. Lee, S. (2011). Consumers’ value, environmental
consciousness, and willingness to pay more toward green-apparel products. Journal of Global
Fashion Marketing, 2(3), 161– 169. Martin, C., & Bush, A. (2000). Do role models influence
teenagers’ purchase intentions and behaviors? Journal of Consumer Marketing, 17, 441– 454.
Neff, J. (2012). As more marketers go green, fewer consumers willing to pay for it.
Advertising Age, 83(34). Orange, E. (2010). From eco-friendly to eco-intelligent. The Futurist,
44(5), 28 – 32. 42 C. Stall-Meadows and A. Davey Ottman, J. (1995). Edison winners show
smart environmental marketing. Marketing News, 29, 16 – 19. Paulos, B. (1998). Green power
in perspective: Lessons from green marketing of consumer goods. The Electricity Journal, 11,
46– 55. Polonsky, M., Carlson, L., Grove, S., & Kangun, N. (1997). International
environmental marketing claims: Real changes or simple posturing? International Marketing
Review, 14, 218– 232. Saphores, J., Nixon, H., Ogunseiten, O., & Shapiro, A. (2007).
California households’ willingness to pay for ‘green’ electronics. Journal of Environmental
Planning and Management, 50, 113–133. Shim, S., Morris, N., & Morgan, G. (1989). Attitudes
toward imported and domestic apparel among college students: The Fishbein model and
external variables. Clothing and Textiles Research Journal, 7, 8– 18. Suchard, H., &
Polonsky, M. (1991). A theory of environmental buyer behaviour and its validity: The
environmental action-behaviour model. In M. Gilly (Ed.), Proceedings of the American
Marketing Association Summer Educators’ Conference, 2, (pp. 187– 201). Chicago, IL. Sung,
H., & Lee, J. (2011). Environmental management portfolio of Korean fashion brands. Journal
of Global Fashion Marketing, 2, 44 – 54. Van Vugt, M., Roberts, G., & Hardy, C. (2007).
Competitive altruism: Development of reputationbased cooperation in groups. In R. Dunbar
& L. Barrett (Eds.), Handbook of evolutionary psychology (pp. 531–549). Oxford: Oxford
University Press. Zaichkowsky, J. (1985). Measuring the involvement construct. Journal of
Consumer Research, 12, 341– 352. References Ajzen, I. (2004). Theory of planned behavior. In N.
Anderson (Ed.), Encyclopedia of health and behavior (pp. 709– 712). Thousand Oaks, CA: SAGE
Publications, Inc. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social
behavior. Englewood Cliffs, NJ: Prentice-Hall. American Marketing Association (2012). Resource
library: Dictionary. Retrieved from http://www. marketingpower.com Bagozzi, R., Wong, N.,
Shuzo, A., & Bergami, M. (2000). Cultural and situational contingencies and the theory of reasoned
action: Application to fast food restaurant consumption. Journal of Consumer Psychology, 9, 97 –
106. Barber, N. (2012). Consumers’ intention to purchase environmentally friendly wines: A
segmentation approach. International Journal of Hospitality and Tourism Administration, 13, 26 –
47. Beard, N. (2008). The branding of ethical fashion and the consumer: A luxury niche or mass-
market reality? Fashion Theory, 12, 447–468. Belleau, B., Summers, T., Xu, Y., & Pinel, R. (2007).
Theory of reasoned action: Purchase intention of young consumers. Clothing and Textiles
Research Journal, 25, 244– 257. Bhaduri, G., & Ha-Brookshire, J. E. (2011). Do transparent business
practices pay? Exploration of transparency and consumer purchase intention. Clothing & Textiles
Research Journal, 29, 135– 149. Carlson, L., Grove, S., & Kangun, N. (1993). A content analysis of
environmental advertising claims: A matrix method approach. Journal of Advertising, 22, 27 – 40.
Coddington, W. (1990). It’s no fad: Environmentalism is now a fact of corporate life. Marketing
News. October 15, 7. D’Souza, C., Taghian, M., & Lamb, P. (2006). An empirical study on the
influence of environmental labels on consumers. Corporate Communications, 11, 162– 173.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory
and research. Reading, MA: Addison-Wesley. Griskevicius, V., Tybur, J., & Van den Bergh, B.
(2010). Going green to be seen: Status, reputation, and conspicuous consumption. Journal of
Personality and Social Psychology, 98(March), 392– 404. Ha-Brookshire, J., & Hodges, N. (2009).
Socially responsible consumer behavior? Exploring used clothing donation behavior. Clothing and
Textiles Research Journal, 27, 179– 196. Hale, J., Householder, B., & Greene, K. (2003). The theory
of reasoned action. In J. Dillard & M. Pfau (Eds.), The persuasion handbook: Developments in
theory and practice (pp. 259– 286). Thousand Oaks, CA: Sage. Jang, J., Ko, E., Chun, E., & Lee, E.
(2012). A study of a social content message for sustainable development in the fast fashion
industry. Journal of Global Fashion Marketing, 3(2), 61 – 70. Johri, L., & Sahasakmontri, K. (1998).
Green marketing of cosmetics and toiletries in Thailand. Journal of Consumer Marketing, 15, 265–
281. Kim, H. S., & Damhorst, M. L. (1999). Environmental attitude and commitment in relation to
ad message credibility. Journal of Fashion Marketing & Management, 3, 1 – 30. Kim, H., Lee, E., &
Hur, W. (2012). The normative social influence on eco-friendly consumer behavior: The
moderating effect of environmental marketing claims. Clothing and Textiles Research Journal, 301,
4 – 18. Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are
willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18,
503– 520. Lee, S. (2011). Consumers’ value, environmental consciousness, and willingness to pay
more toward green-apparel products. Journal of Global Fashion Marketing, 2(3), 161– 169. Martin,
C., & Bush, A. (2000). Do role models influence teenagers’ purchase intentions and behaviors?
Journal of Consumer Marketing, 17, 441– 454. Neff, J. (2012). As more marketers go green, fewer
consumers willing to pay for it. Advertising Age, 83(34). Orange, E. (2010). From eco-friendly to
eco-intelligent. The Futurist, 44(5), 28 – 32. 42 C. Stall-Meadows and A. Davey Ottman, J. (1995).
Edison winners show smart environmental marketing. Marketing News, 29, 16 – 19. Paulos, B.
(1998). Green power in perspective: Lessons from green marketing of consumer goods. The
Electricity Journal, 11, 46– 55. Polonsky, M., Carlson, L., Grove, S., & Kangun, N. (1997).
International environmental marketing claims: Real changes or simple posturing? International
Marketing Review, 14, 218– 232. Saphores, J., Nixon, H., Ogunseiten, O., & Shapiro, A. (2007).
California households’ willingness to pay for ‘green’ electronics. Journal of Environmental Planning
and Management, 50, 113–133. Shim, S., Morris, N., & Morgan, G. (1989). Attitudes toward
imported and domestic apparel among college students: The Fishbein model and external
variables. Clothing and Textiles Research Journal, 7, 8– 18. Suchard, H., & Polonsky, M. (1991). A
theory of environmental buyer behaviour and its validity: The environmental action-behaviour
model. In M. Gilly (Ed.), Proceedings of the American Marketing Association Summer Educators’
Conference, 2, (pp. 187– 201). Chicago, IL. Sung, H., & Lee, J. (2011). Environmental management
portfolio of Korean fashion brands. Journal of Global Fashion Marketing, 2, 44 – 54. Van Vugt, M.,
Roberts, G., & Hardy, C. (2007). Competitive altruism: Development of reputationbased
cooperation in groups. In R. Dunbar & L. Barrett (Eds.), Handbook of evolutionary psychology (pp.
531–549). Oxford: Oxford University Press. Zaichkowsky, J. (1985). Measuring the involvement
construct. Journal of Consumer Research, 12, 341– 352.