Relationship marketing in green fashion : a case study of hessnatur

Abstract

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.

Keywords

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

Published in

Environmental Footprints and Eco-design of Products and Processes
2015, pages: 21-47
Title: Green Fashion: Volume 2
Publisher: Springer

SLU Authors

• Mark-Herbert, Cecilia

  • Department of Economics, Swedish University of Agricultural Sciences
    

Global goals (SDG)

SDG8 Decent work and economic growth
SDG12 Responsible consumption and production

UKÄ Subject classification

Business Administration

Publication identifier

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

Permanent link to this page (URI)

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