Green Strategy in Designer Apparel Marketing

The purpose of this study is to analyze consumers' behavior in Russia in order to identify key factors that affect the decision-making process of acquiring goods of fashion industry with the following promotion recommendations development. The study will be conducted on the basis of H&M company, the strategy of which lies within addressing the environmental and social issues, as H&M is widely known as a producer and retailer of sustainable products with a working green strategy model in its marketing performance. To achieve the purpose of the work it is essential to meet the following objectives: • Generalization and systematization of existing approaches to the definition of the concept of sustainable marketing and green strategy. • A consistant description of the characteristics of sustainable marketing and green strategy, the difficulties associated with their integration into a business, and the benefits that the company receives from this integration. • Identification of factors that have the maximum impact on the probability of acquiring sustainable products in the fashion industry. • Synthesis of the identified information in the model, with a view to its use in sustainable marketing. The theoretical part mainly focused on viewing the approaches to understanding a sustainable customer behavior, in particular, including purchase-making decisions as its essential component and an important business metrics for companies. The practical chapter of the current work include an empirical study of indicators that influence the propensity to acquire “eco” products from a niche of designer clothing in Russia using the example of H&M green performance. To achieve the above goal, the structural equation modeling method was used. except for one, were found to be confirmed. Upon completion of the study, based on its results, recommendations were further developed in order to determine an adequate basis for promoting sustainable products in the niche of designer clothing,in particular, in Russia. In addition, relevant limitations and potential opportunities for future research were suggested and viewed.