Green fashion: consumer awareness and key strategies in marketing and packaging

This study explores the consumers’ perspectives on sustainable solutions in the fashion industry, with a specific focus on Green Packaging and Green Marketing. Studies on the topic have highlighted various factors affecting consumers’ green purchasing behavior towards fashion items, including the subject (consumer) and object (products and services) of the consumption. In line with these findings, a questionnaire survey was developed and administered to final consumers of fashion items, to appraise their perception of green packaging and green marketing issues on the basis of some key characteristics (age, gender, job position, etc.) and correlate their behaviour with those aspects. A total of around 180 valid responses were obtained. Statistical Package for the Social Sciences (IBM SPSS) release 29 for Windows was used to process the answers obtained and test the significance of the correlations observed. Results highlight the presence of correlations between the respondent’s age, gender and job position with numerous items related to green packaging or green marketing. Interesting future research directions are finally elaborated.