The Impact of Green Marketing on Consumer Purchase Decisions in the Fashion Industry: A Systematic Review
DOI:
https://doi.org/10.20527/jwm.v13i2.392Keywords:
green marketing, fashion, purchase decision, sustainableAbstract
The fashion industry is an integral aspect of modern lifestyle. However, fast‑fashion practices also make it a major contributor to environmental pollution. As environmental awareness increases, green marketing strategies are becoming a relevant approach to encourage sustainable consumption. This study explores the implementation of green marketing in the fashion industry and identifies key factors influencing consumer purchasing decisions toward sustainable fashion products. The method in this research uses a Systematic Literature Review Study with PRISMA (Preferred Reporting Items for Systematic Review and Meta-Analysis), analyzing 19 peer-reviewed articles published between 2023 and 2025 with Q1 and Q2 journal rank. The articles were sourced which is then filtered according to the research concept. Articles are selected according to the keywords used in the research and explained according to the research problem formulation and documentation is carried out. The findings indicate that green marketing has a significant impact on consumer purchasing decisions, shaped by three main dimensions: individual factors, product and marketing attributes, and social influences. Among these, individual factors particularly environmental awareness and knowledge play the most dominant role, with 70% of the studies reporting a strong positive effect on purchase intention. These insights provide a solid foundation for fashion industry stakeholders to develop more effective and sustainable green marketing strategies.
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