T

Abstract

Purpose:

The purpose of this thesis is to investigate how Swedish fashion companies integrate

sustainable marketing into their strategies, with a focus on environmental responsibility.

The study also examines the influence of sustainable marketing on consumer behaviour

and perceptions, with particular attention to greenwashing and brand transparency.

Method:

A qualitative method was applied, using semi-structured interviews with marketing

professionals from Swedish fashion companies, supported by secondary data from

company reports. Thematic analysis was used to identify key patterns in strategies,

challenges, and consumer responses.

Results & Conclusion:

The findings show that Swedish fashion brands have advanced in adopting sustainable

marketing, but face barriers such as consumer scepticism, cost limitations, and regulatory

challenges. While sustainability is valued by consumers, there remains a gap between

attitudes and purchasing behaviour. Greater transparency and accountability are needed

to build trust and reduce greenwashing risks.

Contribution:

This study adds to the literature on sustainable marketing by highlighting achievements

and challenges in the Swedish fashion industry. It demonstrates how sustainable

marketing can support environmental responsibility and influence consumer behaviour

when effectively implemented.

Suggestions for further research:

Future studies could use mixed methods or cross-country comparisons to explore

psychological and social factors influencing sustainable consumer behaviour.

Keywords: Sustainable marketing, Swedish fashion industry, environmental

responsibility, consumer behaviour, greenwashing, transparency