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What is Green Price

Chapter 6

Promoting Organizational Performance Through 5G and Agile Marketing

Leverage and optimization of the price variable as a contribution to Sustainable Marketing.

Published in Chapter:

The Concept of Sustainability Supported by Green Marketing in Digital Communication Applied to Textile Fashion

José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal), Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal), and Mariana Cardoso Passos (Accounting and Business School, Polytechnic of Porto, Portugal)

Source Title: Promoting Organizational Performance Through 5G and Agile Marketing

DOI: 10.4018/978-1-6684-5523-4.ch006

Abstract

To understand how fashion brands are communicating their sustainability strategies supported in green marketing, a case study was developed with the brands H&M and Levi's. An analysis of the green marketing mix of both brands was carried out with a special focus on digital communication. Their sustainability reports and digital tools were analyzed, namely website, blog, newsletter, and social networks. It was found that both fashion brands are investing significantly in strategies to become more sustainable, seeking to adapt the marketing mix in a green marketing perspective, and are using the online medium to communicate their efforts.

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Chapter 19