Abstract
Sustainability and corporate social responsibility have today become key assets of many successful businesses and corporations. Despite constantly growing environmental awareness, we are still facing the issue of overconsumption in both the textile and fashion industries. This is mainly due to improper marketing communication of sustainable subjects or a rather low level of consumers’ awareness of sustainability issues. The main objective of the research is, through the opinions of selected authors and their studies, to compare the results of our own research focusing on Generations Y and Z and dealing with marketing communication of sustainable fashion. As part of the above objective, we attempt to propose the general trend in marketing communication of sustainable subjects. In order to reach this objective, we use the method of description and comparison of opinions of various authors, the analysis of the research questionnaire into the impact of marketing communication of sustainable fashion houses on consumers from Generations Y and Z and its comparison with previous research for the last three years. Thanks to the results of the research, we could observe that tools, media or forms of marketing communication of sustainable fashion producers have certainly changed. The research also provides answers to some of our questions in relation to the general interest of consumers in fashion sustainability, price as a decisive factor in the purchase of sustainable goods and the need for proper education in the field of sustainable fashion or any corresponding forms of marketing communication of sustainable subjects.
Highlights
In its essence, fashion can be defined as a language by means of which a human’s individuality can be expressed (Khandual and Pradhan 2018)
The analytical part of the study consists of interpretation of results from the primary research carried out in 2020 which focused on the impact of marketing communication of sustainable fashion designers on Generations Y and Z
It provides answers when it comes to the interest level of Generations Y and Z in sustainable fashion within their general knowledge of environmental issues
Summary
Fashion can be defined as a language by means of which a human’s individuality can be expressed (Khandual and Pradhan 2018). The term sustainable fashion was first defined in the 1960s when consumers first observed the environmental impact of garment production and asked the fashion industry to change its production methods (Henninger et al 2016). Ethical and ecological fashion was perceived rather negatively by consumers. The shift in thinking appeared after several industrial tragedies. According to Debbie and Danielle Moorhouse, it was the collapse of the fashion factory Rana Plaza in Bangladesh in 2013 which pointed to the issue of fast fashion as well as triggering the interest of consumers in ethical and fast fashion (Moorhouse and Moorhouse 2019). But other tragedies have not been sufficient stimuli to foster action in a sustainable manner unless people and consumers see the connection with their everyday behaviour
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
