Organizational communication and social marketing strategies targeting Spanish consumers of fashion. Sustainability as a form of happiness management
ISSN: 1472-0701
Article publication date: 23 August 2021
Issue publication date: 4 May 2022
Abstract
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.
Keywords
Citation
Jiménez-Marín, G., Galiano-Coronil, A. and 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, Vol. 22 No. 3, pp. 506-520. https://doi.org/10.1108/CG-05-2021-0187
Publisher
:Emerald Publishing Limited
Copyright © 2021, Emerald Publishing Limited