观念的改变:向时尚消费者推销社会正义

IF 1.8 Q2 CRIMINOLOGY & PENOLOGY
H. Heim
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引用次数: 0

摘要

营销的目的是影响消费者购买更多;然而,购买更多是当前时尚行业萎靡不振的核心问题。过去几十年出现了一种新的营销体系,有望提供另一种解决方案:支持品牌的生存能力,同时提高对时尚行业社会问题的认识,并改变消费者的行为。社会正义问题的营销或社会营销(SM)(不要与社交媒体营销混淆)旨在教育,影响并最终推动消费者改变他们的购买行为并做出正确的选择。利用行为改变理论和案例研究方法,本文探讨了时尚品牌如何通过制定一个从“产品推动”到社会正义“拉动”的理想位置,尝试SM策略来改变购买行为。研究结果表明,虽然SM是时尚品牌的一种新兴营销策略,但它会提高品牌的认知度,并最终增加消费。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Change of Mind: Marketing Social Justice to the Fashion Consumer
Marketing aims to influence consumers to buy more; however, buying more is at the very core of the fashion industry’s current malaise. A new system of marketing has arisen in the past decades that promises to offer an alternative solution: supporting the viability of brands while increasing awareness of social issues in the fashion industry and changing consumer behaviour for the better. The marketing of social justice issues or social marketing (SM) (not to be confused with social media marketing) aims to educate, influence and, ultimately, move the consumer to change their purchasing behaviour and make choices for good. Drawing on behavioural change theories and using case study methodology, this paper examines how, through crafting a desired position away from ‘product push’ and towards a social justice ‘pull’, fashion brands are experimenting with SM strategies that propose to transform buying behaviour. The findings indicate that while SM is an emerging marketing strategy for fashion brands, it results in an elevated perception of the brand and, ultimately, an increase in consumption.
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来源期刊
CiteScore
2.70
自引率
7.70%
发文量
50
审稿时长
9 weeks
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