Akademik Veri Yönetim Sistemi
ENVIRONMENT DEVELOPMENT AND SUSTAINABILITY, 2024 (SCI-Expanded)
The increase in industrialization, globalization, and technological developments paved the way for increase in population and consumption simultaneously. Excessive and unconscious consumption of natural resources has caused environmental problems in many sectors. The textile and fashion industry is the second most polluting and waste generating sector in the world shortly after oil sector. At this point, consumer perceptions about sustainability and to give incentives them are prominent issues in sustainable textile supply chains. In this direction, the main aim of this study is to examine the role of marketing in the management of sustainable textile supply chains. The obtained data from semi-structured interviews were conducted with 38 participants (textile consumers) in T & uuml;rkiye between the ages of 18-65 were analyzed by content analysis method. The main contribution of this study is to show that consumers can be encouraged through marketing and it is prominent to choose suitable promotions in this regard. As a result of the study, although the awareness of participants about sustainable clothing was determined low, they wanted to be informed about this issue and access the products more easily. Results show that some of the marketing activities have potential to increase sustainable clothing consumption behaviors. Firstly, being informed about the products and damages caused by the textile and fashion industry will change the sustainable clothing consumption habits of consumers. In addition, it is expected that advertising works aimed at providing benefits will change the attitude of consumers. It was thought that the information provided by company employees or labels will change the purchasing behavior of consumers. On the other hand, this study gives fruitful results about effect of marketing activities on pro-sustainable behavior. While incentives such as discount coupons and helping people in need through companies encourage participants to recycle their clothes, collaborations with non-governmental organizations, foundations or associations will also encourage consumers to repair old clothes and give them to those in need.