Behavioral Economics in Green Marketing: Impact of Consumer Behavior on Sustainable Business Practices in the Fashion Industry
Keywords:
Behavioral economics, Green marketing, Consumer behavior, Sustainable fashion, SDGs, Responsible consumptionAbstract
Fashion industry has long been a significant contributor to environmental waste, yet there has been a shift towards eco-friendly practices as consumer awareness grows. This paper aims to explore how behavioural economics can be applied to ecological marketing interventions within the fashion industry, with a focus on green products and sustainable practices. It examines the role of cognitive biases, social norms, and emotional drivers in shaping consumer preferences for eco-friendly fashion. Additionally, the paper empirically investigates how selected fashion brands leverage these insights to foster climate-conscious purchasing behaviours, thereby contributing to the achievement of Sustainable Development Goals (SDGs), specifically SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action). By reviewing successful green marketing strategies and consumer behaviour, this paper provides valuable insights for businesses on implementing effective sustainable marketing strategies that align with global sustainability initiatives. The findings suggest that strategies such as eco-labeling, transparency, social proof, and emotional branding can help shape consumer behavior and contribute to global sustainability goals. The study highlights the importance of understanding consumer psychology and behavior in promoting sustainable fashion consumption.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Muhammad Zain ul Abidin, Faiza Zahid
This work is licensed under a Creative Commons Attribution 4.0 International License.
Submission of an original manuscript to the Journal will be taken to mean that it represents original work not previously published, that it is not being considered elsewhere for publication. And if accepted for publication, it will be published in print and online and it will not be published elsewhere.
The journal main policy reflects in its stance that the publication of scholarly research is exclusively meant to disseminate knowledge and not-for-purposes.
Copyright Statment
Sarhad Journal of Management Sciences is published by Sarhad University of Science and Information Technology Peshawar. This copyright statement entails that all contents (including text, tables, graphs, images, or any materials that is part and parcel of a research article submitted to the journal) belong to/ property of the person who owned it prior to submission this journal. Publication of the submitted article will not affect the ownership of copyright of the subject materials. SJMS and its users benefit from a general licence over all content submitted under a Creative Commons CC-BY licence over all content. However, content which is not part of the submitted article, is the property of SJMS. In a nutshell, the combination of all content on the SJMS website, the look and feel of the website, is the property of Sarhad University of Science and Information Technology Peshawar.
As an author or contributor, you grant permission to others to reproduce your articles, including any graphics and third-party materials supplied by you, in accordance with the SJMS Terms and Conditions. The licence granted to third parties over all contents of each article, including third-party elements, is a Creative Commons Attribution ("CC BY") licence. The current version is CC-BY, version 4.0 (http://creativecommons.org/licenses/by/4.0/), and the licence will automatically be updated as and when updated by the Creative Commons organisation.
You may include a requirement to reproduce copyright notices but you may not restrict the right to reproduce the entire article, including third-party graphics. This means that you must obtain any necessary third-party consents and permissions to reproduce third-party materials in your articles submitted to SJMS.
Copyright Statement updated September 13, 2022.
