RT journal article
T1 Organizational communication and social marketing strategies targeting Spanish consumers of fashion. Sustainability as a form of happiness management
A1 Jiménez Marín, Gloria
A1 Galiano Coronil, Araceli
A1 Tobar-Pesantez, Luis-Bayardo
A2 Marketing y Comunicación
K1 Communication
K1 Happiness
K1 Sustainability
K1 Social marketing
K1 Companies
AB PurposeThe 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/approachA mixed methodology has been designed to test the categories: knowledge, environmental concern, product-related features and social influence.FindingsThe 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/valueThe 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.
PB Emerald
SN 1758-6054
YR 2021
FD 2021-06
LK http://hdl.handle.net/10498/34697
UL http://hdl.handle.net/10498/34697
LA eng
DS Repositorio Institucional de la Universidad de Cádiz
RD 12-nov-2026