Sustainable Marketing in the Fashion Industry

Objectives The main objective of this study was to develop a sustainable marketing model by predicting the consumer behavior trends under the influence of Covid-19 in the fashion industry in Europe. Furthermore, another important objective was to determine consumer attitude towards sustainable fashion based on age, salary, gender and Internet platform usage, and whether or not these factors fortify sustainable marketing activities. Summary This paper studies the effects of Covid-19 on fashion consumer behavior in Europe, which aids the development of consumer-centric sustainable marketing model. Both primary source which is an online survey and secondary data including books, scientific articles, reports, blogs and websites were used for the thesis. Conclusions Based on the findings of literature review and primary research, fashion companies will continuously apply sustainable approaches into their business models and marketing strategies. Consumers, likewise, are more environmentally conscious and under a great influence of sustainability advertised via internet platforms regardless of age, gender, or monthly salary range. As a result, a consumer centric marketing model has been designed to aid marketers in such a competitive industry like fashion in the time of a pandemic