The Fashion Industry and its Problematic Consequences in the Green Marketing Era a Review

¹ Institute of Technology and Business, Faculty of Corporate Strategy, Okruzni 517/10, 37001 Ceske Budejovice, Czech Republic
² University of South Bohemia, Faculty of Economics, Studentska 13, 37005 Ceske Budejovice, Czech Republic

^* Corresponding author: sagapova@mail.vstecb.cz

Abstract

This paper uses a narrative literature review to provide evidence of the problematic consequences of the fast fashion industry in the context of sustainability and to consider the option of the green marketing approach as a way of reducing negative impacts. Studies relevant to our research were identified through a search of Web of Science, Science Direct, Scopus and Google Scholar. In recent years, environmental sustainability has played an important role on the political agenda, but it is also driving innovation in business. The range of environmentally friendly products on the market is increasing, and consumers are showing interest in buying these types of products, which are usually more expensive. Unfortunately, fashion production is one of the least sustainable industries. Therefore, more and more fashion companies are trying to implement green approaches in their value chains. Green marketing in the context of the fashion industry essentially refers to products that are produced with respect to working conditions and the environment, and to the possibility of finding a compromise between business objectives and environmental issues.