Driving Sustainable Innovation and Growth Through Green Marketing in Fashion and Retail

Abstract

The fashion industry has faced mounting pressure to adopt more sustainable and eco-friendly business practices. Green marketing represents an opportunity for fashion and retail brands to appeal to increasingly environmentally conscious consumers while also reducing their environmental impact. This research article provides an overview of key green marketing strategies and technologies that can enable sustainable growth in the fashion and retail sectors. An examination of analytics, AI, AR, blockchain, content marketing, eco-friendly packaging, influencer campaigns, and search optimization highlights actionable approaches to driving green marketing. The analysis suggests that leveraging automation and emerging technologies alongside creative content and social strategies allows brands to credibly signal their sustainability commitments to customers. A data-driven and tech-enabled green marketing mix can thus be a competitive advantage for fashion and retail enterprises.