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Green Entrepreneurial Marketing for Global Smart Fashion Consumer Products With the PROMETHE Method

Book Chapter

Authors: Theodore Tarnanidis; Vijaya Kittu Manda; Michail Karypidis; Evridiki Papachristou; Maro Vlachopoulou

DOI: https://doi.org/10.4018/979-8-3373-0528-8.ch003

Book Name: Cultural Sensitivity, Cross-Border Logistics, and E-Commerce in Global Marketing

ISBN: ISBN13: 9798337305288|ISBN13 Softcover: 9798337305295|EISBN13: 9798337305301

Publisher: IGI Global, USA

Editor(s): Theodore Tarnanidis and Maro Vlachopoulou

Book Chapter Number: 3

Publication Date: April 17, 2025

Pages: 51-70 (20 Pages)

Book Chapter Link on Publisher Website

Book Link on Publisher Website

Abstract: This chapter aims to give a brief overview of the most recent trends and patterns of green and sustainable entrepreneurship in the global fashion market by outlying the potential and future trends of smart fashion consumer products. Issues pertaining to green and sustainable entrepreneurship are discussed, with the goal of achieving growth and profitability while also taking into account the importance of protecting the environment and minimizing climate change. Research and development of green technologies and practices is the key to achieving this through appropriate investments. The chapter explains how PROMETHE's methodology tackles and solves marketing problems related to global fashion challenges by suggesting the best alternative decisions for marketing tactics and strategic actions. In addition, the analysis highlights new trends and challenges that marketer and decision- makers in the fashion industry are facing.

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Research works citing this work..

Marketing Complexity of Smart Consumer Products to Global Millennial Segments
Oct 2025 / Theodore Tarnanidis (International Hellenic University, Greece), Vijaya Kittu Manda (PBMEIT, India), Bruno Barbosa Sousa (Polytechnic University of Cávado and Ave, Portugal & UNIAG, Portugal), Maro Vlachopoulou (University of Macedonia, Greece), and Evridiki Papachristou (International Hellenic University, Greece) / Source Title: Diversity and Inclusion-Driven Marketing for Multicultural Marketplaces / IGI Global
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