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Merchandising/Marketing/Retailing: Branding

Developing a Sustainability-Focused Fashion Communication Framework for Marketing Products with Eco-Friendly Features

Authors
  • Farhan Haque (University of North Carolina at Greensboro)
  • Elena Karpova (University of North Carolina at Greensboro)

Abstract

This study introduces a Sustainability-Focused Fashion Communication framework to address the gap in marketing strategies for eco-friendly apparel. Consumers often fail to align their attitudes with purchase behaviors despite increasing environmental awareness. The framework integrates theories such as construal level theory (CLT), elaboration likelihood model (ELM), psychological reactance theory (PRT), rational choice theory (RCT), and theory of reasoned action (TRA) to identify six key communication strategies: construal level, psychological distance, message framing, message explicitness, benefit appeal, and communication orientation. Consumer environmental concern (EC) emerges as a critical moderator influencing the effectiveness of these strategies. This framework provides theoretical contributions and actionable insights for fashion brands to effectively promote sustainability without undermining consumer preferences. 

Keywords: Sustainability, Communication strategy, Construal level, Message framing, Benefit appeal, Environmental concern

How to Cite:

Haque, F. & Karpova, E., (2025) “Developing a Sustainability-Focused Fashion Communication Framework for Marketing Products with Eco-Friendly Features”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18902

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Published on
2025-01-20

Peer Reviewed