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Business and Energy Efficiency in the Fashion Industry and Branding...
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Business and Energy Efficiency in the Fashion Industry and Branding in the Age of Industry 4.0

A special issue of Sustainability (ISSN 2071-1050).

Deadline for manuscript submissions: closed (31 October 2022) | Viewed by 25135

Special Issue Editors

Dr. Gloria Jiménez-Marín

E-Mail Website
Guest Editor
Audiovisual Communication and Advertising, University of Seville, 41092 Seville, Spain
Interests: entrepreneurship; communication; public health; intertextuality; fashion business
Prof. Dr. Concha Pérez Curiel

E-Mail Website
Guest Editor
Faculty of Communication, University of Seville, 41840 Seville, Spain
Interests: political communication; political journalism; disinformation; public sphere; populism; social media
Special Issues, Collections and Topics in MDPI journals
Dr. Pedro A. Correia Pereira

E-Mail Website
Guest Editor
Departamento de Gestão e Economia, Universidade da Madeira, 9020-105 Funchal, Portugal
Interests: entrepreneurship and innovation; tourism; e-business; digital communication; marketing

Special Issue Information

Dear Colleagues,

It is well known that sustainability is helping to shape the fashion industry's strategies, so companies are adopting marketing measures to include this concept in order to ensure short-, medium-, and long-term success.

In this sense, recent years, there has been a growing interest in purchasing behavior towards sustainable products. There are many studies that analyze this phenomenon, but there are not so many that focus specifically on the fashion industry–energy efficiency pair from a marketing point of view.

This Special Issue aims to provide a case study that addresses consumers' perceptions and purchase intentions towards sustainable fashion clothing. Therefore, we are pleased to invite you to publish your research about this topic, with special interest in themes such as branding, business, communication, consumption, efficiency, marketing, happiness management and sustainability in the age of Industry 4.0 related to fashion industry.

In this Special Issue, original research articles and reviews are welcome. Research areas may include (but are not limited to) the following:

  • branding;
  • business;
  • communication;
  • consumption;
  • efficiency;
  • fashion industry;
  • Industry 4.0;
  • marketing;
  • sustainability;

We look forward to receiving your contributions.

Dr. Gloria Jiménez-Marín
Prof. Dr. Concha Pérez Curiel
Dr. Pedro A. Correia Pereira
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Sustainability is an international peer-reviewed open access semimonthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 2400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Published Papers (5 papers)

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Research

23 pages, 1260 KiB  
Article
Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted
by Isabel Palomo-Domínguez, Rodrigo Elías-Zambrano and Víctor Álvarez-Rodríguez
Sustainability 2023, 15(11), 8753; https://doi.org/10.3390/su15118753 - 29 May 2023
Cited by 4 | Viewed by 12381
Abstract
Vinted is a free digital sharing economy platform where individuals buy and sell second-hand apparel. It is an example of industry 4.0 that promotes an innovative and successful business model while favoring sustainable fashion consumption. Gen Z consumers are concerned about climate change [...] Read more.
Vinted is a free digital sharing economy platform where individuals buy and sell second-hand apparel. It is an example of industry 4.0 that promotes an innovative and successful business model while favoring sustainable fashion consumption. Gen Z consumers are concerned about climate change and social and ethical issues. Their environmental awareness is significant. Nevertheless, their values do not always translate into sustainable consumption behavior; their role as heavy consumers in the fast-fashion market is proof of this. The research aims to delve into the motivations of Gen Z towards sustainable fashion and their perception of the eco-friendly brand attributes in the case of Vinted. From the methodological point of view, the qualitative and quantitative approaches are combined through focus group sessions and a pilot study based on a questionnaire. The results confirm that Gen Z consumers recognize and appreciate the eco-friendly attributes of Vinted, although other types of brand attributes are the ones that mostly mobilize their behavior. Some participants claim that the representation of sustainable values in Vinted’s advertising campaigns is too soft. Among the conclusions, the opportunity to revise Vinted’s brand strategy stands out, giving a more explicit role to eco-friendly attributes pursuing an effective change in Gen Z consumption behavior. Full article
(This article belongs to the Special Issue Business and Energy Efficiency in the Fashion Industry and Branding in the Age of Industry 4.0)
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12 pages, 551 KiB  
Article
Eco-Innovation as a Positive and Happy Industry Externality: Evidence from Mexico
by Esthela Galván-Vela, Missael Ruíz-Corrales, Eduardo Ahumada-Tello and Rafael Ravina-Ripoll
Sustainability 2023, 15(8), 6417; https://doi.org/10.3390/su15086417 - 10 Apr 2023
Cited by 3 | Viewed by 1579
Abstract
This research has carried out structural equation modelling to empirically examine whether Mexican industrial firms have a green policy to reduce their environmental impact. It will allow them to enjoy sustainable development based on eco-innovation and happiness management principles. This type of innovation [...] Read more.
This research has carried out structural equation modelling to empirically examine whether Mexican industrial firms have a green policy to reduce their environmental impact. It will allow them to enjoy sustainable development based on eco-innovation and happiness management principles. This type of innovation can be initiated by the companies’ own will or by external factors, such as market requirements, the demands of customers, consumers, suppliers, and civil society through corporate social responsibility. The findings of this article highlight three main aspects. The first is that the statistically analysed eco-innovation actions undertaken by the companies are essentially motivated by market pressures through customers, the financial sector, and civil society. Secondly, economic incentives in Mexico are crucial for manufacturing companies to implement environmentally friendly production patterns within their organisations since this generates the possibility of developing new businesses. Furthermore, eco-innovation generates competitive advantages when the production of the examined companies minimises environmental pollution. It allows access to new markets. In this way, eco-innovation becomes a cornerstone in the economic and international growth of the corporations in this study. Full article
(This article belongs to the Special Issue Business and Energy Efficiency in the Fashion Industry and Branding in the Age of Industry 4.0)
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17 pages, 1060 KiB  
Article
Slow Fashion as a Communication Strategy of Fashion Brands on Instagram
by Ana Velasco-Molpeceres, Jorge Zarauza-Castro, Concha Pérez-Curiel and Sophia Mateos-González
Sustainability 2023, 15(1), 423; https://doi.org/10.3390/su15010423 - 27 Dec 2022
Cited by 3 | Viewed by 5246
Abstract
The objective of this research is to study the reasons for the growing impact of sustainable slow fashion brands in the fashion industry and, in particular, how they manage their communication and which digital strategies they employ. We applied a mixed research methodology: [...] Read more.
The objective of this research is to study the reasons for the growing impact of sustainable slow fashion brands in the fashion industry and, in particular, how they manage their communication and which digital strategies they employ. We applied a mixed research methodology: a comparative content analysis of qualitative and quantitative indicators, as well as in-depth interviews with 10 professionals and experts in fashion and digital communication, with the aim of contrasting their opinions with the results of the study. The five sustainable fashion brands (YosoLOVEamor, LIFEGIST, ECOALF, Alohas, and ECOOLOGY) chosen are distinguished by the fact that they base their business projects on social and environmental responsibility, and their Instagram accounts were studied over a period. This paper demonstrates the social interest in and concern for sustainability, ethics, and corporate social responsibility in the fashion industry. Additionally, it is evident that slow fashion brands need to have a good online strategy, as it is the future of fashion. No greenwashing was found, but sustainable fashion is a controversial issue with no regulation and a short history, so it has to develop. Full article
(This article belongs to the Special Issue Business and Energy Efficiency in the Fashion Industry and Branding in the Age of Industry 4.0)
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10 pages, 235 KiB  
Article
Communications on Sustainability in the Apparel Industry: Readability of Information on Sustainability on Apparel Brands’ Web Sites in the United Kingdom
by James Costantini and Kyoka Costantini
Sustainability 2022, 14(20), 13257; https://doi.org/10.3390/su142013257 - 15 Oct 2022
Cited by 1 | Viewed by 2173
Abstract
As part of addressing sustainability, consumers’ attitudes and behaviors also depend on their understanding of sustainability issues. This is relevant in the apparel sector, including fast fashion, which faces substantial sustainability challenges and serves a broad consumer base. Apparel brands communicate with consumers [...] Read more.
As part of addressing sustainability, consumers’ attitudes and behaviors also depend on their understanding of sustainability issues. This is relevant in the apparel sector, including fast fashion, which faces substantial sustainability challenges and serves a broad consumer base. Apparel brands communicate with consumers about sustainability through various means including their web sites. Whether consumers can understand the information provided is key; consequently, an important issue addressed by this study is whether the information provided has an ease of reading corresponding to the mass consumer base. This study assesses the readability of the information provided on sustainability by brands’ web sites for 13 major apparel brands serving the U.K. market. Based on a range of readability tests, the brands’ web sites average readability is significantly harder than typical thresholds considered (p < 0.001). The substantial variation across brands in ease of reading and information provided includes some brands mostly within or close to the readability thresholds. The overall results indicate a significant barrier for consumers to gain information from brands about sustainability, with the variation across brands indicating the feasibility of achieving easier readability. Addressing this barrier to understanding is important and practicable, given the potential role of consumers in moving towards more sustainable apparel. Full article
(This article belongs to the Special Issue Business and Energy Efficiency in the Fashion Industry and Branding in the Age of Industry 4.0)
17 pages, 1337 KiB  
Article
Application of Sensory Marketing Techniques at Marengo, a Small Sustainable Men’s Fashion Store in Spain: Based on the Hulten, Broweus and van Dijk Model
by Gloria Jiménez-Marín, María del Mar Ramírez Alvarado and Cristina González-Oñate
Sustainability 2022, 14(19), 12547; https://doi.org/10.3390/su141912547 - 02 Oct 2022
Cited by 1 | Viewed by 2933
Abstract
(1) Background: the present research addresses sensory marketing to check its possible potential in making the consumer shopping experience in physical points of sale more sustainable and efficient, both for potential buyers and for the selling company. (2) Aims: the main purpose of [...] Read more.
(1) Background: the present research addresses sensory marketing to check its possible potential in making the consumer shopping experience in physical points of sale more sustainable and efficient, both for potential buyers and for the selling company. (2) Aims: the main purpose of this study is to check whether, by applying sensory marketing and merchandising techniques in a shop, the business can be more economically profitable and, thus, make it more sustainable. The main objective is, therefore, to find out how consumers respond to different communication strategies in an experimental men’s fashion shop located in a Spanish municipality. (3) Methodology: researchers adapted the so-called Sensory Marketing Model to a real case. Based on scientific evidence and documentary review, an experiment of implementation of sensory marketing tactics (visual, sound, olfactory and haptic) and its subsequent quantitative analysis based on the before-after, cause-effect relationship was carried out. (4) Results: the results obtained shed light on the importance of sensory marketing, as this study showed a considerable increase in sales, customer retention and customer satisfaction in the shop, following the deployment of appropriate sensory marketing strategies. (5) Conclusions: the Sensory Marketing Model is valid and reliable for implementation, not only to increase sales, but also to make the store more sustainable, as all actions carried out involved a decrease in material resources typical of retail shops. Full article
(This article belongs to the Special Issue Business and Energy Efficiency in the Fashion Industry and Branding in the Age of Industry 4.0)
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