Social reception of companies’ marketing strategies in the area of socially responsible consumption. An example of clothing market

• Authors: Aleksandra Perchla-Włosik
• Languages of publication: EN

Abstracts

EN

The paper addresses the issues of fashion and trends in consumer behaviour that refer to building a marketing strategy based on a changing system of values in modern societies, which, in a sense, is also created by marketing activities referring to socially responsible products and services. E t h i c a l F a s h i o n will serve as an example. The paper also contains discussion on the functioning of the term fashion as a quite short-lived phenomenon versus the term trend, which is treated here as a phenomenon that is developing, growing and lasts longer in increasingly broader consumer groups.

• Publisher: Wydawnictwo Uniwersytetu Wroclawskiego
• Journal: Forum Socjologiczne
• Year: 2013
• Volume: 4
• Pages: 31 - 42

Contributors

author

Aleksandra Perchla-Włosik

• Uniwersytet Wrocławski