Elvira D. Gulyaeva, Marina S. Ochkovskaya The Role of Green Marketing Tools in Consumer Choice in the Fashion Industry

DOI: 10.38050/2078-3809-2026-18-2-156-177

Abstract

Over the past decade, the fashion industry has undergone significant changes - the development of society and people's consciousness has required changes in the marketing tools used in the fashion industry. There has been a gradual shift from an emphasis on beautiful visual images to fashion brands addressing serious issues of concern to society. One such serious issue has been the environmental sustainability of production and conscious consumption. The fashion industry is considered one of the sectors that causes significant damage to the environment (McKinsey report, 2024). Aware of the negative impact and feeling increasing pressure from society, some fashion brands are taking steps to reduce this negative impact. For example, the Russian brand Arny Praht states that the use of eco-leather is a conscious choice by the brand in favour of the environment. Another domestic brand, «Razumno», emphasises production with minimal waste.

This study conducted a two-stage investigation aimed at identifying the role of green marketing tools in consumer choice of fashionable eco-brands. The essence of the green marketing concept is to satisfy the needs of buyers and the market as a whole, while taking into account consumer values and environmental requirements. The results of the study revealed that the perception of a fashion brand as environmentally friendly has a positive effect on consumers' attitudes towards that brand. However, the study showed that most consumers are not willing to pay a higher price for eco-brand clothing and footwear, so they often choose cheaper alternatives. Consumer preferences in choosing fashion brands are more often associated with the popularity of the brand than with its environmental friendliness. In addition, the online survey found that most respondents have a positive attitude towards eco-friendly clothing and footwear brands, but only a small proportion of the total number of respondents are willing to pay a higher price for an eco-friendly brand. Furthermore, when comparing the factor of environmental friendliness with other factors, such as design, price, and quality, the survey results show that most respondents choose the latter. This article is based on the results of research conducted by E. Gulyayeva as part of her master's thesis under the supervision of M. Ochkovskaya, Candidate of Economic Sciences, Docent. The master's thesis was defended at the Faculty of Economics of Lomonosov Moscow State University in May 2025.

Keywords: «green marketing», consumer choice, eco-brand, fashion brand.

JEL: M31.

For citation: Gulyaeva, E.D., Ochkovskaya, M.S. (2026) The Role of Green Marketing Tools in Consumer Choice in the Fashion Industry. Scientific Research of Faculty of Economics. Electronic Journal, vol. 18, no. 2, pp. 156-177. DOI: 10.38050/2078-3809-2026-18-2-156-177.

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