A LITERATURE REVIEW ON SUSTAINABLE FASHION MARKETING

Year 2022, Volume: 27 Issue: 2, 391 - 315, 30.04.2022

Muazzez Çetiner , Mustafa Zihni Tunca

Abstract

Günümüzde işletmelerin toplum, kültür ve ekonomi üzerinde farklı etkileri mevcuttur. Bu etkilerin sonuçları karmaşık ve tespiti zor olmakla birlikte etik/ahlaki yönü dikkate değer boyuttadır. İşletmeler çevre üzerindeki güç ve tahribatın bir sonucu olarak karşılaştıkları tepki ve baskılardan kurtulmak adına toplumsallaşma uygulamaları ile etik geliştirmiştir. Bu gelişmelerin bir sonucu olarak ortaya çıkan sürdürülebilir moda pazarlaması; ekolojik, etik, çevresel yada yeşil pazarlama anlayışı gibi saçak konular altında ele alınıp tartışılmaktadır. Tekstil ve moda sektörü hammadde, üretim süreci ve atık gibi sorunlar başta olmak üzere tepkilere maruz kalan sektörler arasında ön sıralardadır. Bu makale çalışması tekstil ve moda pazarlamasının kapitalizm, sanayi devrimi ve modernizm süreçleri ışığında tarihsel gelişimini bütünsel bakış açısıyla derinlemesine sunmayı hedeflemiştir. Sürdürülebilir moda pazarlamasının pazarlamanın evrimsel süreci içerisinde nasıl doğduğu, bağlantılı olduğu diğer akımları ve günümüzdeki önemi ve genel kavramsal şeması oluşturulmaya çalışılmıştır. Bu bağlamda yerli ve yabancı literatür taraması yapılmıştır.

Keywords

Moda, Pazarlama, Sürdürülebilirlik

A LITERATURE REVIEW ON SUSTAINABLE FASHION MARKETING

Abstract

Today, businesses have different effects on society, culture, and economy. Although the consequences of these effects are complex and difficult to detect, the ethical/moral aspect is remarkable. Businesses have developed ethics with socialization practices in order to eliminate the reactions and pressures they face as a result of the power and destruction on the environment. Sustainable fashion marketing that emerged as a result of these developments; It is discussed and discussed under fringe topics such as ecological, ethical, environmental or green marketing understanding. The “textile and fashion” sector is at the forefront of the sectors that are exposed to reactions, especially problems such as raw materials, production processes, and waste. This article aims to present the historical development of textile and fashion marketing in the light of capitalism, industrial revolution, and modernism processes with a holistic perspective. It has been tried to establish how sustainable fashion marketing was born in the evolutionary process of marketing, other currents it is related to, its importance today, and its general conceptual scheme. In this context, the domestic and foreign literature have been reviewed.

Keywords

Fashion, Marketing, Sustainability

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