Ecologically-Oriented Product Modifications as a Strategic Marketing Option-An Empirical Analysis Based on Example of the Clothing Industry

Abstract

Clothing and the related manufacturing processes are no longer considered safe under health and environmental aspects. The media and consumers’ associations exert increasing pressure on manufacturers and traders. Unlike corporations in other branches of industry, the clothing industry until just a few years ago has largely neglected ecological criteria and just met minimum requirements in the fields of environmental and consumer protection. Only few corporations became active beyond that and aimed at making their processes and products ecologically more compatible.