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Creating desire for sustainable fashion: how could eco-friendly fashion start-ups effectively communicate across different cultures and geographical regions?
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This paper studies effective communication of eco-fashion start-ups across different cultures
and geographical regions. The focus lies on market potential of the niche market sustainable
fashion, previous communication of former eco-fashion brands, the cultural diversity and
desired brand-awareness to identify trends in sustainability. Using in-depth interviews with a
sample of five (co-) founders of green start-ups from three different continents, this paper
suggests, by applying grounded theory, a qualitative analysis, to communicate transparently,
to include influencers, and to address local desires and self-esteem across cultures. Thereby
communicating green fashion and at the same time, protecting the identity, coherence and
appeal of the brand is the challenge in conversation with consumers. Sustainability is
demanded worldwide, yet with different communication purposes, distinctiveness in the
Western world and group cohesion in Latin America and Middle East. Consequently, this
paper lays a foundation for the understanding of creating desire in sustainable fashion.
Additionally, the potential of sustainable fashion is assessed to further motivate other fashion
brands to produce responsibly in the future. Thus, this paper contributes to a more sustainable
fashion industry.
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Eco-fashion Sustainability Cross-cultural issues Communication Brand awareness