TY  - GEN 
AU  - Jiménez Marín, Gloria
AU  - Galiano Coronil, Araceli
AU  - Tobar-Pesantez, Luis-Bayardo
A4  - Marketing y Comunicación
PY  - 2021
SN  - 1758-6054
UR  - http://hdl.handle.net/10498/34697
AB  - 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...
LA  - eng
PB  - Emerald
KW  - Communication
KW  - Happiness
KW  - Sustainability
KW  - Social marketing
KW  - Companies
TI  - Organizational communication and social marketing strategies targeting Spanish consumers of fashion. Sustainability as a form of happiness management
DO  - 10.1108/CG-05-2021-0187
ER  -