The Influence of Green Marketing in Clothing Products on the Buying Habits of Teenage Girls
DOI:
https://doi.org/10.47611/jsrhs.v12i4.5576Keywords:
Green Marketing, Greenwashing, Fashion, Teenage Girls, Buying Habits, Content Analysis, Shopping Simulation, One-Way ANOVAAbstract
Green Marketing is a strategic marketing approach that an increasing number of companies are using to attract consumers. Consequently, it has led to the widespread dishonest use of such marketing, known as greenwashing. The goal of this study was to fill the knowledge gap on the relationship between green marketing and consumption behavior within fashion, specifically pertaining to teenage girls. Thus, the results will show the extent that the issue of greenwashing impacts female adolescent consumers. A mixed method approach was utilized consisting of a content analysis on the websites of five clothing brands and an online experimental shopping simulation. The content analysis was conducted under coding guidelines which split the green marketing into three different categories: product, brand, and renewal. The qualitative data from the content analysis was used to create the shopping simulation with the three forms of green marketing and no green marketing included. A post-test survey at the end of the experiment addressed confounding variables and provided further insights. A One-Way ANOVA Statistical Analysis was applied to the results of the shopping simulation and found no statistically significant relationship between green marketing and the buying habits of teenage girls. However, while not statistically significant, product green marketing had a notably higher influence than the other three categories, giving implications for brands and future research. Further insights from the posttest survey were notable in that only about 25% of teenage girls were aware of the term greenwashing, proving its deceptiveness among a relevant demographic in fashion.
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