The influence of sustainable fashion to encourage conscious consumption

Abstract

The fashion industry has been highlighted for its overconsumption, motivated by the current production model: the fast fashion. From another perspective, green fashion gains attention from the market and from consumers concerned with environmental issues. Taking this scenario into consideration, this study aims to have from Portuguese sustainable fashion brands perspective, how their relationship with consumers is encouraging them towards conscious consumption and if they are including in their strategies the use of experiential marketing to generate meaningful connections as to positively influence your audience.