<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2184-1284</journal-id>
<journal-title><![CDATA[Vista. Revista de Cultura Visual]]></journal-title>
<abbrev-journal-title><![CDATA[Vista]]></abbrev-journal-title>
<issn>2184-1284</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudos de Comunicação e Sociedade]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2184-12842025000207004</article-id>
<article-id pub-id-type="doi">10.21814/vista.6314</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Marketing de Moda Sustentável: Tendências, Práticas e Desafios - Uma Revisão Sistemática da Literatura]]></article-title>
<article-title xml:lang="en"><![CDATA[Sustainable Fashion Marketing: Trends, Practices, and Challenges - A Systematic Literature Review]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Morais]]></surname>
<given-names><![CDATA[João]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
<xref ref-type="aff" rid="Aaf"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Leandro]]></surname>
<given-names><![CDATA[Alexandra]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
<xref ref-type="aff" rid="Aaf"/>
<xref ref-type="aff" rid="A a"/>
<xref ref-type="aff" rid="A3"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Politécnico de Coimbra Escola Superior de Educação de Coimbra Departamento de Comunicação]]></institution>
<addr-line><![CDATA[Coimbra ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Instituto Politécnico de Coimbra Centro de Estudos Organizacionais e Sociais ]]></institution>
<addr-line><![CDATA[Coimbra ]]></addr-line>
<country>Portugal</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidade do Minho Instituto de Ciências Sociais Centro de Estudos de Comunicação e Sociedade]]></institution>
<addr-line><![CDATA[Braga ]]></addr-line>
<country>Portugal</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>07</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>07</month>
<year>2025</year>
</pub-date>
<numero>16</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2184-12842025000207004&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2184-12842025000207004&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2184-12842025000207004&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[  Resumo O presente estudo explora os principais temas de investigação em marketing de moda sustentável, analisando tendências, desafios e práticas identificados na literatura científica recente. A crescente consciencialização ambiental e social tem impulsionado a transição do setor da moda para modelos de negócio mais ecológicos, exigindo novas abordagens de marketing que conciliem rentabilidade e responsabilidade &#8220;verde&#8221;. A revisão da literatura revela que as principais áreas de investigação se centram na transição para a economia circular, no impacto das estratégias de comunicação sustentável e na segmentação dos perfis de consumidores. O attitude-behavior gap, que reflete a discrepância entre a intenção e o comportamento de compra sustentável, surge como um dos principais desafios, sendo frequentemente influenciado por fatores como preço, conveniência e perceção de autenticidade das marcas. O papel das redes sociais e dos influenciadores digitais assume particular relevância na construção da imagem sustentável das marcas, contribuindo para o fortalecimento da confiança e lealdade dos consumidores. A investigação também destaca o risco de greenwashing, caso as ações de marketing orientadas para a sustentabilidade não sejam implementadas de maneira genuína e transparente. Para minimizar esse risco, é fundamental que as marcas combinem práticas de comunicação visual coerentes com os seus valores éticos, através, por exemplo, de narrativas visuais capazes de refletir os compromissos sustentáveis da marca, promovendo o envolvimento dos consumidores em iniciativas conscientes e fortalecendo uma relação de proximidade, confiança e credibilidade. Conclui-se que o marketing de moda sustentável constitui um campo dinâmico e multidisciplinar, no qual a inovação e a ética desempenham um papel central. Estudos futuros poderão aprofundar o impacto das estratégias sustentáveis na decisão de compra e a eficácia dos modelos de negócio circulares, contribuindo para um setor da moda mais responsável e alinhado com as exigências do consumidor contemporâneo.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This study explores the main research themes in sustainable fashion marketing, analysing the trends, challenges, and practices identified in recent scientific literature. Growing environmental and social awareness has driven the fashion sector towards more eco-friendly business models, demanding new marketing approaches that reconcile profitability with &#8220;green&#8221; responsibility. The literature review reveals that the key areas of research focus on the transition to a circular economy, the impact of sustainable communication strategies, and the segmentation of consumer profiles. The attitude-behaviour gap - which reflects the discrepancy between sustainable purchase intentions and actual behaviour - emerges as one of the main challenges, often influenced by factors such as price, convenience, and perceived brand authenticity. The role of social media and digital influencers is particularly relevant in constructing a brand&#8217;s sustainable image, contributing to the strengthening of consumer trust and loyalty. The research also highlights the risk of greenwashing when sustainability-oriented marketing actions are not implemented genuinely and transparently. To mitigate this risk, brands should align their visual communication practices with their ethical values. This can be achieved through visual storytelling that reflects their sustainability commitments, encourages consumer engagement in conscious initiatives, and fosters relationships grounded in proximity, trust, and credibility. It is concluded that sustainable fashion marketing constitutes a dynamic and multidisciplinary field in which innovation and ethics play a central role. Future studies may deepen the understanding of the impact of sustainable strategies on purchasing decisions and the effectiveness of circular business models, contributing to a more responsible fashion sector aligned with the expectations of contemporary consumers.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[marketing de moda sustentável]]></kwd>
<kwd lng="pt"><![CDATA[consumo consciente]]></kwd>
<kwd lng="pt"><![CDATA[comunicação sustentável]]></kwd>
<kwd lng="pt"><![CDATA[economia circular]]></kwd>
<kwd lng="pt"><![CDATA[greenwashing]]></kwd>
<kwd lng="en"><![CDATA[sustainable fashion marketing]]></kwd>
<kwd lng="en"><![CDATA[conscious consumption]]></kwd>
<kwd lng="en"><![CDATA[sustainable communication]]></kwd>
<kwd lng="en"><![CDATA[circular economy]]></kwd>
<kwd lng="en"><![CDATA[greenwashing]]></kwd>
</kwd-group>
</article-meta>
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