ISSN: 2222-6990
Open access
This paper employs a narrative literature review to examine digital marketing strategies for promoting green fashion among youth. As environmental awareness continues to grow, the fashion industry faces increasing pressure to adopt sustainable practices that resonate with younger consumers. This study identifies relevant literature through comprehensive searches of databases such as ScienceDirect, Scopus, ResearchGate, and ProQuest, focusing on the intersection of digital marketing and sustainable fashion. The findings reveal that digital marketing plays a vital role in engaging young consumers with eco-friendly fashion choices. Innovative strategies, including social media engagement, influencer collaborations, and interactive campaigns, are highlighted as effective means of promoting sustainable fashion. These strategies enhance brand visibility and encourage youth participation in environmentally responsible consumption. As this demographic increasingly shows a preference for sustainable products, fashion brands must align their marketing efforts with these values to foster consumer loyalty and promote long-term sustainable behavior. This research underscores the potential of digital marketing as a transformative tool for advancing the green fashion movement and contributing to a more sustainable future in the fashion industry.
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