Relationship marketing in green fashion : a case study of hessnatur

Sammanfattning

Contemporary marketing strategies offer an understanding of the importance of developing relationships with customers to promote sustainable development. This chapter explores how a relatively small German fashion retailer, ‘hessnatur,’ creates a relationship platform in their promotion of green fashion through dialogue with consumers. The main communicational platforms in their promotion of green fashion are digital, but importance is also given to engaging employees in personal communication with consumers.

Nyckelord

Communication Corporate social responsibility (CSR) Green fashion Small- and medium-sized enterprises (SME)

Publicerad i

Environmental Footprints and Eco-design of Products and Processes
2015, sidor: 21-47
Titel: Green Fashion: Volume 2
Utgivare: Springer

SLU författare

• Mark-Herbert, Cecilia

  • Institutionen för ekonomi, Sveriges lantbruksuniversitet
    

Globala målen (SDG)

SDG8 Anständiga arbetsvillkor och ekonomisk tillväxt
SDG12 Hållbar konsumtion och produktion

UKÄ forskningsämne

Företagsekonomi

Publikationens identifierare

• DOI: https://doi.org/10.1007/978-981-10-0245-8_2
• ISBN: 9789811002458
• eISBN: 978-981-10-0245-8

Permanent länk till denna sida (URI)

https://res.slu.se/id/publ/69353