Status : Verified
| Personal Name | Balbin, Dana Beatrice A. |
|---|---|
| Resource Title | ICT-led business-to-consumer marketing of local sustainable fashion adoption in the Philippines |
| Date Issued | 06 June 2024 |
| Abstract | The fashion industry was reported to account for 20% of all wastewater produced worldwide and 8% of all carbon emissions. By 2030, it is expected to contribute a 50% rise in greenhouse gas emissions, thus making it the second-largest polluting sector. While clothing is a basic daily necessity, many people seem to have disregarded or overlooked where their clothes came from and how they got into their wardrobes. The issue worsened with the rise of fast fashion, a business model thriving on regular and impulsive purchases of consumers desiring to keep up with the latest fashion trends. While fast fashion may control most of the fashion industry regarding speed, affordability, and marketing, it has little credibility for its innovative designs and ethical business practices. Its counterpart, sustainable fashion, focuses on aligning the life cycle of clothing with the principles of sustainable development, considering aspects such as design, materials, production conditions, and consumer choices. Limited awareness among consumers, particularly the youth, regarding the environmental impact of fast fashion has prompted the government and various sustainability advocates to initiate awareness movements, with industry stakeholders highlighting that the problem is not about having poor knowledge but rather having a poor connection, with consumers often not aware of the "value of sustainable, local fashion," suggesting that there may be a gap between the effectiveness of marketing strategies of sustainable fashion brands within the MSME category in the country and the consciousness of Filipino consumers. The study facilitated an online survey to identify consumer trends and insights among participants and an exploratory case study approach to gain business insights on the B2C marketing strategies of three (3) selected sustainable fashion MSMEs in the Philippines. Data were interpreted and analyzed using 1) Trends and Emerging Issues Analyses, 2) STEEP and SWOT Analyses, a |
| Degree Course | Master of Technology Management |
| Language | English |
| Keyword | ICT; Marketing; B2C; Sustainable fashion; Information Communication Technologies; Marketing strategies; Local sustainable fashion |
| Material Type | Thesis/Dissertation |
Preliminary Pages
89.29 Kb
Category : C - Confidential information of a third-party is embedded.
Access Permission : Limited Access