The Metaverse and its potential for digital sustainability in fashion

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2024-06-13 DOI:10.1080/20932685.2024.2339236

Marta Blazquez

引用次数: 0

Abstract

ABSTRACT In recent years, Metaverse has become one of the most popular buzzwords in digital transformation and marketing. The concept of the metaverse refers to a new paradigm for how we use and interact with digital technologies within an immersive virtual environment. Digital sustainability relates to the use of digital tools to communicate sustainability and promote sustainable behaviours. This conceptual paper explores the concept of digital sustainability and investigates metaverse marketing practices within the realm of digital sustainability, specifically the use of the metaverse as a communication channel to communicate sustainability in fashion in an appealing and consistent way. The study contributes to the expanding body of research on the intersection of fashion and sustainability – more specifically digital sustainability – with a specific focus on the potential challenges and opportunities that the metaverse could bring, offering valuable managerial insights for fashion brands and an agenda for future research.

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Metaverse 及其对时尚数字可持续性的潜力

ABSTRACT 近年来，"元宇宙"（Metaverse）已成为数字化转型和市场营销领域最热门的词汇之一。元宇宙的概念是指我们如何在身临其境的虚拟环境中使用数字技术并与之互动的一种新模式。数字可持续发展是指利用数字工具传播可持续发展理念和促进可持续发展行为。这篇概念性论文探讨了数字可持续发展的概念，并研究了数字可持续发展领域中的元虚拟营销实践，特别是使用元虚拟作为传播渠道，以吸引人和一致的方式传播时尚中的可持续发展。这项研究为时尚与可持续发展--更具体地说是数字可持续发展--交叉领域不断扩大的研究做出了贡献，特别关注了元宇宙可能带来的潜在挑战和机遇，为时尚品牌提供了宝贵的管理见解和未来研究议程。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.