This paper studies sustainable consumption and sustainable marketing in the textile industry, with a focus on marketing strategies and practises to promote sustainable consumption. The goal of the paper is to study how sustainable marketing may promote sustainable consumption and identify key challenges. Work methods include a review of relevant professional literature, analysis of secondary sources and empirical case study. Company studied (Zoofa Zadruga) was selected for its sustainable business model. Key findings show that sustainable consumption promoted through a marketing strategy reduces negative impacts on the environment, promotes economic development and improves social well-being. Furthermore, the research identifies key obstacles, such as high costs of sustainable materials and the need for consumer education. The findings show that marketing strategies to effectively promote sustainable consumption of textile products consist of the following key elements: constant consumer education and awareness-raising, the use of sustainable materials and timeless fashion concepts, the possibility to repair and thus prolong product life cycle and the promotion of local production. Suggestions for further research include broader empirical research, long-term monitoring of effects of sustainable practices and an analysis of the effects policies have on sustainable business. The research improves the understanding of the concept of sustainable marketing to promote sustainable consumption and facilitates further development of sustainable practices in the textile industry.
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