As consumers become more concerned about the social, environmental and ethical impact of their decisions and actions, the consumer behaviour has changed dramatically (Ramberg, 2007). Consumers has started to accept and purchase organically made clothes, thanks to the campaign of eco-friendly companies like Edun as well as major players such as Zara and Levi's and the non-profit entity Organic Consumer Association. As a result, organic clothes have been able achieve high sales, and purchasing eco-friendly clothes has become trendier and more mainstream (Ramberg, 2007).
In the following section, the involvement of those companies in raising awareness of organic clothing will be analysed.
[...] Zara carried out this by maintaining its designs and creating a specific modern line for its organic clothes (see appendix 11). Accessories and clothing are made from substitute textiles, such as organic and recycled materials that are guilt- free and eco-friendly. Zara targets middle-aged and young women interested in progressive and sustainable ways of life through focusing on not only good design and quality; but also on low prices (organic t-shirts were priced at 14.90 ) (Saxon, 2009). The company's goal is to provide mainstream organic clothes at affordable prices. [...]
[...] Accessed on 27 May 2009. Accessed from http://environment.about.com/od/fashionandentertainment/a/organic_cotto n.htm. Youtube Zara Organic Cotton. Accessed on 06/05/09. Accessed from: http://www.youtube.com/watch?v=ZLUX5EdlIDo Appendices Appendix 1 Edun Live Organic T-Shirts (Source: Edun Live (2009), “Edun Live Store”.) Appendix 2 Endorsement by Musicians and in Live Events (Source : Edun Live (2009), “Music/Culture) Appendix 3 Edun Live On Campus Logo (Source : Edun Live On Campus (2009), Appendix 4 One of Edun Live On Campus Activities In Miami University (Source: Social Edge (2008)) Appendix 5 Clothes for A [...]
[...] Accessed From: http://www.brandchannel.com/features_profile.asp?pr_id=319 Ecological Promos (2008), The Seeds of A Successful Promotion: Levi's Eco Jeans. Accessed on 18 April 2009. Accessed From: http://www.ecologicalpromos.com/2008/08/seeds-of-successful-promotion- levis-eco.html Edun (2009), “About Edun”. Accessed on 27 May 2009. Accessed From: http://www.edunonline.com/about.aspx. Edun Live (2009). Accessed on 27 May 2009. Accessed From: http://www.edun- live.com/ Edun Live (2009), “Edun Live Store”. Accessed on 27 May 2009. Accessed From: http://www.edun-live.com/storeitem.aspx?id=6 Edun Live (2009), “Music/Culture”. Accessed on 27 May 2009. Accessed From: http://www.edun-live.com/hmusic.aspx Edun Live On Campus (2009). Accessed on 27 May 2009. [...]
[...] Succesfully marketing green clothes in Business Strategy and the Environment, Volume 10, issue pp.317-330. Natural Clothing Company (2009). Accessed on 27 May 2009. Accessed From: http://www.naturalclothingcompany.com/earthday Nieto, D.V. (2008), Consumers Understand Greenwash, So Why Can't The Communications Industry? In Environmental Leader. Accessed on 28 April 2009. Accessed From: http://www.environmentalleader.com/2008/06/17/consumers-understand- greenwash-so-why-cant-the-communications-industry/ Organic Consumers Association (2009), “About Accessed on 27 May 2009. Accessed From: http://www.organicconsumers.org/aboutus.cfm Organic Consumers Association (2009), “Clothes for a Change”. Accessed on 27 May 2009. Accessed From: http://www.organicconsumers.org/clothes/ Purefood (2009), “Publication”. [...]
[...] Consumers might feel manipulated in a sense that they are buying organic but the production process might not be totally environmental friendly (for example, most of the organic clothes might not be locally produced). Most customers are aware that some brands are going ‘organic' just to improve their image rather than really believing in the ‘green values' (Nieto, 2008). Nowadays greenwash marketing is becoming common; but consumers are getting less fooled this strategy. Hence, brands that are keeping organic policy must show that they honestly believe in ‘green' values (e.g. [...]
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