Green Marketing and Cultural Sustainability: Strategies for Building a Sustainable Fashion Brand in a Circular Economy
References
- Amatulli, C., Capestro, M., Guido, G., & Mileti, A. (2021). Sustainable luxury marketing and cultural heritage preservation: An analysis of consumer perception. Journal of Cleaner Production, 317, 128304.
- Ashifa Kassam (2024). Louis Vuitton accused of cultural appropriation over Romanian blouse. The Guardian, June 5, 2024, section Fashion. https://www.theguardian.com/fashion/article/2024/jun/05/louis-vuitton-accused-of-cultural-appropriation-over-romanian-blouse (accessed on March 8, 2025)
- Hsu, C.-H., Li, M.-G., Zhang, T.-Y., Chang, A.-Y., Shangguan, S.-Z., & Liu, W.-L. (2022). Deploying big data enablers to strengthen supply chain resilience to mitigate sustainable risks based on integrated HOQ-MCDM framework. Mathematics, 10(8), 1233. doi:10.3390/math10081233
- Jones, P., Comfort, D., & Hillier, D. (2021). Green marketing in the fashion industry: The sustainable development agenda and the circular economy. International Journal of Retail & Distribution Management, 49(8), 1170–1185.
- Kuscu, A. (2019). Green marketing and branding: Combining micro and macro perspectives to achieve a circular economy. The Circular Economy and Its Implications on Sustainability and the Green Supply Chain, 213-229, IGI Global.
- Louis Vuitton, Available online: https://eu.louisvuitton.com/eng-e1/magazine/articles/sustainability (accessed on January 1, 2025)
- Musso, F., & Palmeira, M. (2017). 3Rs of Sustainability and the impact on consumer behaviour and people’s values. 24th Recent Advances in Retailing & Services Science Conference-EIRASS.
- Niinimäki K. (2015). Ethical foundations in sustainable fashion. Textiles and Clothing Sustainability, 1(1), 1-11
- Patsy Perry et al. (2025). Fashion Ethics: Exploring Ethical Perspectives in Fashion Production, Marketing, and Consumption. Journal of Business Ethics 196, no. 4, 711–21, https://doi.org/10.1007/s10551-024-05913-7.
- Putra, A. H. P. K., Mariam, S., Tafsir, M., & Rosanti, N. (2024). Deciphering the green marketing puzzle: Understanding the interplay of green marketing strategic orientation, attitude towards green marketing, brand integrity, and purchase intention., International Review of Management and Marketing, 14(4), 210–229.
- Radu Dumitrescu (2024). Romanian Culture Ministry asks Louis Vuitton to acknowledge inspiration for Sibiu traditional blouse pattern. Romania Insider, June 4, 2024. https://www.romania-insider.com/romania-louis-vuitton-sibiu-traditional-blouse-jun-2024 (accessed on March 8, 2025)
- Rejeb, A., Rejeb, K. and Keogh, J.G. (2022). The circular economy and marketing: A literature review, Etikonomi, 21(1), pp.153-176.
- Riaz K, Wei L. (2023). Market Positioning And Competitive Advantage: A Case Study Of Luxury Fashion Brands. Competitive Research Journal Archive, 1(01), 38-49.
- Sharma, N., & Bansal, S. (2013). Green marketing: A means for sustainable development. Journal of Environmental Management, 119, 96–104.
- Sun, O. (2018). Sustainability strategies and challenges in the luxury apparel industry. Diplomski rad. Pennsylvania: University of Pennsylvania.
- Todeschini, B.V., Cortimiglia, M.N., Callegaro-de-Menezes, D., & Ghezzi, A. (2017). Innovative and sustainable business models in the fashion industry: Entrepreneurial drivers, opportunities, and challenges. Business Horizons, 60(6), 759–770
- World Intellectual Property Organization (WIPO), (2023). Traditional cultural expressions and intellectual property. Cultural Property Journal, 45(2), 112-118.
- World Intellectual Property Organization (WIPO, 2025). Law No. 8 of 14 March 1996 on Copyright and Related Rights (as amended by Law No. 329/2006), Romania. https://www.wipo.int/wipolex/en/legislation/details/5195
- World Intellectual Property Organization (WIPO, 2023). Documentation of Traditional Knowledge and Traditional Cultural Expressions. https://www.wipo.int/edocs/pubdocs/en/wipo-pub-rn2023-5-9-en-documentation-of-traditional-knowledge-and-traditional-cultural-expressions.pdf.
DOI: https://doi.org/10.2478/picbe-2025-0405 | Journal eISSN: 2558-9652
Language: English
Page range: 5290 - 5306
Published on: Jul 24, 2025
Published by: Bucharest University of Economic Studies
In partnership with: Paradigm Publishing Services
Publication frequency: 1 issue per year
Keywords:
Related subjects:
© 2025 Denisa-Roxana Botea-Muntean, Daniela Marinică, Adrian Ionuț Moşescu, Paul Cosmovici, published by Bucharest University of Economic Studies
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.