Abstract

MORAIS, João  and  LEANDRO, Alexandra. Sustainable Fashion Marketing: Trends, Practices, and Challenges - A Systematic Literature Review. Vista [online]. 2025, n.16, e025016.  Epub Dec 31, 2025. ISSN 2184-1284.  https://doi.org/10.21814/vista.6314.

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 “green” 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’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.

Keywords : sustainable fashion marketing; conscious consumption; sustainable communication; circular economy; greenwashing.

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