Green marketing strategies in the context of fashion

Following a qualitative approach, the objective of this study is to offer an understanding of the concept of green marketing, bringing it closer to the fashion area, identifying and categorizing more sustainable strategies implemented in this sector. Having exploratory research as a methodological basis, and bibliographical survey as a data collection technique, this study was based on authors such as Berlin (2016) 1, Salcedo (2014) 2, Kemper and Ballantine (2019) 3, Niinimäki et al., (2020) 4 and Aaker (2015) 5, in addition to materials from the Ellen Macarthur Foundation (2024) 6. Green marketing strategies include the use of sustainable materials and processes, the implementation of rental and sales programs and platforms for used items, as well as the repair and maintenance of clothing. In this aspect, the study contributes to the understanding of the intersection between green marketing and fashion, highlighting the role of sustainable strategies as ecologically responsible practices.