Green marketing: an analysis of sustainable criteria in fashion brands

Abstract

The search for sustainable products emerged after consumers’ interest in this type of product. Thus, these individuals have sought to know what fashion brands have been causing in the social, economic, and ecological spheres. Through this action, companies have begun something called green marketing, which aims to disclose the contributions companies choose to reduce these impacts. This
article focuses on analyzing the criteria that point out and evaluate which brands have marketing that does not match their reality. The objectives were to research concepts of green marketing, sustainable fashion, and criteria for defining sustainable brands by analyzing their communication forms and seeking broad information through exploratory, descriptive, and bibliographic research and a case study. We observed that some brands have the best grades in this regard due to their interest and care for sustainable issues. Our findings also showed that sustainable criteria are indicators that help consumers find brands that have honest green marketing, regardless of the market they are in.