Stella McCartney, who was involved in the Adidas designs, has also partnered with Parley for the Oceans on a new limited-edition backpack made from recycled ocean waste. This product is one of many that will incorporate a new fibre made from ocean waste plastics.
Other fashion marketers are saving the planet as well. ASOS, Tesco, Nike and H&M are some of the brands that will be using only sustainably sourced cotton by 2025. All over the world, fashion marketers are looking at sustainability issues and ways to reduce the stress on natural resources.
How much value do consumers see in buying fashions marketed with sustainability in mind? From the perspective of consumer behaviour, are the ethical issues of sustainability marketing compelling enough to motivate purchasing?
