Estrategias de Marketing Social y Comunicación de la Slow Fashion como Herramienta de Happiness Management

  1. Rodrigo Elias Zambrano
  2. Gloria Jiménez Marín
  3. Araceli Galiano Coronil
Revista:
Anduli: revista andaluza de ciencias sociales

ISSN: 1696-0270 2340-4973

Año de publicación: 2023

Número: 23

Páginas: 99-116

Tipo: Artículo

DOI: 10.12795/ANDULI.2023.I23.06 WoS: 000917419300006 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Anduli: revista andaluza de ciencias sociales

Resumen

Desde la perspectiva del consumidor res-ponsable se considera que parte del sis-tema de gestión y consumo de la moda denominada fast fashion tiene como impul-so un cierto sentimiento de felicidad conse-guido a través de la cultura del objeto. Sin embargo, empieza a evidenciarse que esta industria está enfrentándose a la tiranía de la fast fashion, pudiéndose considerar este sentimiento como irreal. La nueva tendencia de las marcas de moda pasa por impulsar un marketing volcado hacia un consumidor más ético y selectivo, que siente que un consumo responsable lo hace más feliz. El objetivo de este estudio es conocer la per-cepción de los consumidores españoles hacia la moda sostenible y ver si esto pue-de orientar la estrategia de marketing de la moda hacia un modelo de happiness mana-gement. Para ello se ha diseñado una meto-dología mixta donde se combinan métodos cuantitativos y cualitativos. Los resultados sugieren que algunas implicaciones y con-sejos sobre la estrategia de marketing social y responsable podrían ayudar a las empre-sas a desarrollar una moda sostenible para los consumidores españoles

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