Eco-apparel marketing strategy: an innovative approach to overcome marketing barriers

Neupane, Saugat and Chimhundu, Ranga and Kong, Eric (2015) Eco-apparel marketing strategy: an innovative approach to overcome marketing barriers. In: 2015 Academy of International Business Australia and New Zealand Chapter (AIB-ANZ) Annual Symposium: Interdisciplinarity and Methodological Pluralism in Internationalisation Research, 20 Nov 2015, Brisbane, Australia.

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The aim of this paper is to identify the marketing barriers facing eco-apparel products and to devise a marketing strategy framework that could be employed to overcome these barriers in an effort to make eco-apparel the preferred choice for the majority of apparel customers. The production of eco-apparel has a minimal negative effect on the natural environment as compared to the production of conventional apparel. While some research has touched on the subject of eco-apparel marketing, the barriers to eco-apparel marketing have not been comprehensively identified and adequately studied, and at the same time eco-apparel has remained a niche market. To identify and sufficiently address the marketing barriers, it is important to understand the key factors in apparel marketing and the performance of eco-apparel across those key factors. The research is thus underpinned by theory derived from strategic marketing, namely the Strategy Canvas and Four Actions Framework (Kim & Mauborgne, 2005). The qualitative research method was employed in this study. The research made use of both primary and secondary data. In-depth interviews were conducted with 12 apparel managers and 12 apparel consumers. In addition, the research utilized 12 technical reports relevant to both eco-apparel and conventional apparel. NVivo, a qualitative data analysis software, was employed along with the manual process to organise and analyse the data, and the findings from apparel managers and apparel consumers were triangulated. The theoretical contribution of this research is the development of a marketing strategy framework using the Strategy Canvas and Four Actions Framework. With respect to practical contribution, the findings of the research are expected to help in the formulation of marketing strategies that can successfully boost market demand for eco-apparel and therefore at the same time help to reduce the negative impact on the natural environment.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Abstract only published in conference Proceedings.
Faculty / Department / School: Current - Faculty of Business, Education, Law and Arts - School of Management and Enterprise
Date Deposited: 01 Apr 2016 02:35
Last Modified: 31 May 2017 03:25
Uncontrolled Keywords: marketing strategy; eco-apparel; sustainable development; strategy canvas; four-actions framework; qualitative study
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services

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