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
ISBN: 9789811002458, eISBN: 978-981-10-0245-8
Publisher: Springer

SLU Authors

• Mark-Herbert, Cecilia

  • Department of Economics, Swedish University of Agricultural Sciences
    

Sustainable Development Goals

SDG8 Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all
SDG12 Ensure sustainable consumption and production patterns


UKÄ Subject classification

Business Administration


Publication identifier

DOI: https://doi.org/10.1007/978-981-10-0245-8_2

Permanent link to this page (URI)

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