Viewpoint: Improving sustainable fashion marketing and advertising – A reflection on framing message and target audience

Biatriz Guedes, Aurore C Paillard-Bardey and Anke Schat

Fashion, as one of the largest industries in the world, causes serious social and environmental issues.

The fashion industry is known to be one of the most polluted industries in the world. To date, it is crucial to minimize its impacts and change the modern fashion consumption. Sustainable fashion can be defined as a system that promotes ecological integrity, social quality, and human flourishing through products, action, relationships, and practices of use (Fletcher, 2013). There is still, to date, a lack of efficiency in advertising and marketing sustainable fashion (Boyd, 2010; United Nations Environment Program, 2005).

Framing message can significantly influence how a problem is perceived and how alternative decisions are evaluated. Many environmental situations such...

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