Co-creating sustainability: Transformative power of the brand

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Title

Co-creating sustainability: Transformative power of the brand

Content partner

Massey University

Collection

Massey Research Online

Description

We explore marketing activity at the micro level as it contributes to the co-creation of sustainability and leads to transformational shifts towards sustainable futures. Utilising a value co-creation lens our study implements a novel four phase case research process. Three sustainable fashion brands are analysed via brand-generated content on their Instagram accounts, through interviews with thirty self-confessed brand enthusiasts and using consumer focus groups. Analysis provides insights in...

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Format

Research paper

Research format

Journal article

Date created

2024-07-17

Creator

Palakshappa N / Bulmer S / Dodds S

URL

https://hdl.handle.net/10179/70312

Related subjects

Brand management / brand cause fit / value co-creation / sustainability / sustainable futures / transformation

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