Impact of Green Marketing on Consumer Buying Behaviour in the Fashion Industry

Bajaj, Nimisha (2024) Impact of Green Marketing on Consumer Buying Behaviour in the Fashion Industry. Masters thesis, Dublin, National College of Ireland.

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Abstract

Introduction: Green marketing has a crucial role in developing the loyalty of customers and increasing the profit margin of fashion brands. Several fashion brands such as Zara have focused on green marketing to protect the environment and to boost sustainability. Some research questions and objectives have been made to achieve proper findings.

Literature Review: The literature review chapter shed lights on ethical practices which talk about concerns of green marketing while aiming for a great shift in taking consideration of consumer approach, regulatory principles helps in managing societal responsibility. In order to take acute concern of competitive edge, concerning market trends, aid making sense on relational to ensure making technological concerns and managing supply chain. By embracing sustainability issues on account of taking acute note of environmental practices, the definite sustainability
aim towards bringing integration products, and marketing concerns.

Methodology: The research has followed the primary quantitative method. It has also followed the positivism philosophy and the inductive approach. The primary quantitative data has been gathered through the survey technique. The primary quantitative data analysis technique has allowed for the analysis of the primary data.

Analysis and Findings: The findings has developed a close relationship between green marketing practices and consumer behaviour in the fashion industry. The survey on 101 participants succeed in highlighting some major facts that are directly connected with the consumer behaviour and the way it is affected with green marketing.

Discussion: From the comparison and contrast between the findings of literature review and the primary data collected through survey shows that growing awareness among customers about the environmental impact is helping in changing the practice of fashion industry. However there are some barriers such as lack of information, high price rate and lack of style in sustainable options that needs to be mitigated.

Conclusion: In this chapter the conclusion and recommendation strategies has been identified. The chapter first started with the linking with the objectives which has been identified based upon the impact of green marketing in the customer buying behaviour based upon the focus on the objectives of the research as well as the findings of the research. The study also proposes several recommendation strategies which might be effective for the fashion sector to implement advanced green technologies in the workplace and thus enhance the customer’s satisfaction in the marketplace. In essence, the limitations of the study and the future implication baked upon the research has been also highlighted following by the chapter summary.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Maguire, Louise UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour G Geography. Anthropology. Recreation > GE Environmental Sciences > Environment H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in Management
Depositing User:	Ciara O'Brien
Date Deposited:	07 Jun 2025 13:38
Last Modified:	07 Jun 2025 13:38
URI:	https://norma.ncirl.ie/id/eprint/7811

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