Disparity of Consumer’s Perception and Brands’ Sustainable Practices Essay

Disparity of Consumer’s Perception and Brands’ Sustainable Practices Essay

Length: 778 words (2.2 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

Disparity of consumer’s perception and brands’ sustainable practices


Keywords: Sustainable practices, Brands, Consumer perception, Mind mapping

The recent 3 percent increase in sales of sustainable clothing suggests that consumers are highly concerned about sustainability and thus have altered their purchasing decisions toward greater sustainability (Goworek, Fisher, Cooper, Woodward & Hiller, 2012). In other words, sustainability has become a pivotal issue, as and companies are compelled to respond to it as a long term strategy both for the company companies and for society as a whole. An industry report by Finnerty, Stanley & Herther (2013) found that industry executives fundamentally believe that their organization’s sustainability commitment is a long term goal and that their commitment will only grow over time. Strategic social and environmental sustainability issues in the clothing industry can includes encouraging sustainable clothing consumption, better employee working conditions and wages, limited ause tion of pesticides, use, and disposal of used garments (Goworek et al., 2012).

However, companies are reluctant to share information about sustainable business practices due to consumer the misperception, on the part of consumers, ofmisperceptions that sustainable practices as a mere marketing ploy (“Market LOHA”, 2013). Consequently, lack of communication from brands regarding sustainable practices has resulted in consumers’ remaining unaware of the growing range of sustainable options across categories, thereby preventing consumers from purchasing sustainable products (Finnerty et al., 2013). In response to increased information about sustainable practices on the part of brands, young consumers become aware ...


... middle of paper ...


... museums and galleries: An international reader (pp. 15-32). London: Kluwer Academic Publishers.
Finnerty, K., Stanely, B., & Herther, K. (2013). One green score for one earth: Industry report. Market LOHAS, 1-21. Retrieved from http://onegreenscore.com/images/OGS_Industry_Report.pdf
Goworek, H., Fisher, T., Cooper, T., Woodward, S., & Hiller, A. (2012). The sustainable clothing market: An evaluation of potential strategies for UK retailers. International Journal of Retail & Distribution Management, 40(12), 935-955.
Patagonia, Inc. (2014). Here’s to the good new days. Patagonia.com. Retrieved March 25, 2014, from http://www.patagonia.com/us/patagonia.go?assetid=93784
Market LOHA; Ryan Partnership: Brands and retailers holding back on green message (2013). Marketing Weekly News. 105. Retrieved from http://search.proquest.com/docview/1367058562?accountid=14576

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Battle of the Brands Essay

- Pepsi or Coca Cola, which would you choose from. Both brands have very persuasive ads, so it makes it hard to choose from. Pepsi was invented on August 28, 1898 by the name of the man Caleb Bradham. Coca Cola was invented by Doctor John Pemberton on May, 1886. Although, Pepsi and Coca Cola may be different they also have their similarities. Both brands are, and have been competing to be the global number one cola. I have gathered up information on a couple ads to tell you about the brands competition, similarities, and differences....   [tags: consumer, commercial, advertisement]

Better Essays
767 words (2.2 pages)

Understanding Service Brands and Their Meaning For Consumers Essay

- 1. Background “The commercial importance of services has been realised in recent times and the importance of research to understand service brands and their meaning for consumers is a growing priority.” (O'Cass and Grace, 2004) It has been suggested by theoretical frameworks that an effective consumer-centred marketing activities and sustainable differentiation relies on the understanding of how consumers perceive and respond to brands (de Chernatony, 1993; Keller, 1993). This is even more important to service brand....   [tags: Research Results]

Better Essays
1543 words (4.4 pages)

Social Media Market and Its Effects on Consumers Essay

- In the world today brands are looking to connect with consumers more intimately then ever before by levarging disruptive technology to influence consumer behavior. One such technology that has been growing in popularity in the last 5-years is social media. Many brands are trying to utilize social media to influence the consumer buying process and stir emotions that affect buying behavior. Unfortunately many brands don’t understand that consumers use social media for certain purposes and because of that, they have not been able to build effective strategies to engage customers....   [tags: brands, consumer behavior]

Better Essays
1022 words (2.9 pages)

Essay on Analyzing the Relationship Between Brands and Consumers

- How do contemporary promotional cultures construct a relationship with consumers through brands and how active are consumers in this relationship. Illustrate your answer with examples. This paper provides a framework for the relationship formed between brands and consumers; It will attempt to discover what this relationship looks like from an annalist point of view, additionally it will be touching upon brand management, this will be applied in relation to appropriate examples such as the US clothing brand, Abricombie & Fitch (A&F)....   [tags: products, personality, emotions]

Better Essays
1894 words (5.4 pages)

Creating a Sustainable Society Essay

- In today’s global economy, sustainability has developed into a significant part of life because it symbolizes how a society can retain their current use of resources without having them run out. In order for us to continue to appreciate the quality of life, we must meet supply and demand without destroying the environment for future generations. “A sustainable society is one that has learned to live within the boundaries established by ecological limits” (Sustainability refers, 2007). Sustainability has also influenced the triple bottom line of fish farming by providing economic, social, and environmental benefits....   [tags: Sustainable Societies]

Better Essays
896 words (2.6 pages)

Consumer Perception Leads to Consumer’s Identity Essay examples

- In James B. Twichell’s article, “What We Are to Advertisers”, he argues about how each person has a certain identity and it is shown in “You Are What They Eat: The Influence of Reference” a study conducted by Jennifer Edson Escala and James R. Bettman. Twichell believes that the type of clothing people buy shapes their identity. He argues that what a person buys can help advertisers target a certain social group or class. According to Twichell, social groups like “high class businessmen” relate with how an identity forms through buying certain brands of clothing....   [tags: Consumer Research]

Better Essays
1723 words (4.9 pages)

Essay on What are Celebrity Brands?

- ... When asked ‘how influential to a purchase decision do you think celebrity endorsement is?” only 15% of the 232 respondents said ‘very influential’, whilst 30% said ‘influential’. Whereas 55% of people said the only found it ‘somewhat influential’ or ‘not at all influential’. This negative association was found particularly in the 45 - 54 age bracket, where 65% of respondents said they were hardly influenced by celebrity endorsement when making purchase decisions. However in the 25 - 34 age bracket almost 50% of people said that they were ‘influenced’ or ‘very influenced’....   [tags: consumers, t.v., advertisements]

Better Essays
1855 words (5.3 pages)

Essay on Economic Growth: Sustainable Development

- Introduction The concept of sustainable development was first introduced by IUCN world conservation strategy in 1980. Sustainable development is a technique of economic growth under which resources are used to meet not only the demand of present generation but also for generations to come. Marketing act as a business philosophy, and a collection of management techniques, orientated towards providing value to consumers, organisations and society. Sustainability in marketing Sustainable marketing is the process in which products are produced that is environmental friendly at the retail level and also helps the company to maintain sustainable practices at the social relations level....   [tags: sustainable marketing, business]

Better Essays
1443 words (4.1 pages)

Luxury Brands and Lifestyles, Values and Attitudes of Modern Society and Culture

- Luxury Brands and Lifestyles, Values and Attitudes of Modern Society and Culture “Luxury is a necessity that begins where necessity ends” Coco Chanel The display of luxury signifies individual power and achievements. The manner which people dress reflects economic, political, social standing and self worth. Christian Dior quoted “it seems to me that women and men instinctively yearn to exhibit themselves”. Luxury in the fashion industry is usually defined in elements as: silk, gold, silver, and precious stones....   [tags: Luxury Brands Marketing Business]

Better Essays
1835 words (5.2 pages)

Brands Essay

- Abstract Some brands have lasted for decades, even centuries. However, there are others which have not. All brands go through their individual life cycles. Companies continually strive to revive and adapt their brands to the evolving market. Brand managers and their companies primarily determine how brands adapt to their changing environment. Complacency of brand managers and companies, and the evolving nature of the markets are some of the factors that determine whether brands stay or become extinct....   [tags: Marketing]

Better Essays
612 words (1.7 pages)