Blog 9. Reading Recommendations

Welcome back Conscious Consumers 🪴, 

This blog will discuss three academic papers i have used throughout this blog that have provided a detailed insight into green marketing and particularly focusing on fashion. 

1. Herjanto, H., Scheller-Sampson, J. and Erickson, E. (2024) THE INCREASING PHENOMENON OF SECOND-HAND CLOTHES PURCHASE: INSIGHTS FROM THE LITERATURE. Jurnal Manajemen dan Kewirausahaan. [Online] Vol.18 (1), pp.1–15. Available: https://www.researchgate.net/publication/332029133_THE_INCREASING_PHENOMENON_OF_SECOND-HAND_CLOTHES_PURCHASE_INSIGHTS_FROM_THE_LITERATURE [Accessed 01 April 2024].

Why i liked this journal? 

I really enjoyed reading this journal as it gave me a lot of information on the current trends regarding second-hand clothes and also got me thinking about my extended-self.

It got me thinking about over consumption habits and not just within fashion but in other terms to such as food waste. 

It also got me thinking about apps such as Vinted and Depop and how these have also massively grown in the last decade. 

Why should you read this journal?  

This journal as it is on a current topic and a very trendy as people are now shopping second hand more than ever before therefore, by reading this journal you will be able to understand consumption patterns and the change in people's mindset over the years. 

What did i learn from the journal? 

I learned that Second-handing clothing (SHC) has made positive changes in consumer purchases over the years. 

SHC can be used to enhance individuals creativity and skill. 

SHC can help people with budget restrictions purchase new clothes for a cheaper price therefore, not affecting their budget or the environment. 

2. Bratt, C., Hallstedt, S., Robèrt, K.-H. ., Broman, G. and Oldmark, J. (2011) Assessment of eco-labelling criteria development from a strategic sustainability perspective. Journal of Cleaner Production. Vol.19 (14), pp.1631–1638.

Why i liked this journal?

I enjoyed reading this journal due to the amount of labels you see on items in store and i don't have a clue what they mean. It was interesting reading about the rise of eco-labelling and now i feel better, i am not only one that get's confused with them all. 

Outside university, i am also currently waiting on food certificates to come through and i agree with Bratt (2011) that states it can lead people to trust and credibility. 

I also enjoyed how the journal was divided into the consumer and policy maker perspective as you do not often receive this when looking at academic text. However, i think it should be utilised more so academics can see both sides of the argument clearly. 

Why you should read this journal? 

I believe you should read this journal if you also do not know what half the labels mean in the store as it shows that all consumers are getting confused and losing confidence in eco-labelling therefore, making it less popular. 

I believe future marketers should read this article to understand that sometimes 'less is best' in terms of marketing and that too much anything can be confusing and unclear for readers/consumers. 

What did i learn from the journal? 

I learned about the Framework for Strategic sustainable Development (FSSD) and it is used as a strategic planning tool and it's five levels. 

3. Ridgway, J. and Myers, B. (2014) A study on brand personality: Consumers perceptions of colours used in fashion brand logos. International Journal of Fashion Design Technology and Education. Vol.7 (1).

Why i liked this journal? 

I liked this journal as i know understand the power of branding and the importance that branding has. Throughout university, i have explored brands and completed various work on branding and i although i have focused on the personality on a brand by utilising various model such as Aaker's 1999 brand personality model, i have never directly focused on the colours used therefore, making this journal interesting. 

I also liked this journal as it discussed the colour used in marketing communication channels and this is a current topic that has came up for me within my workplace. 

Why you should read this journal? 

I really think branding is something everybody should know, especially marketers. This journal helped me open my mind about colours used in marketing communication channels and it was not directly linked to my blog in regards to fashion but it was interesting to find out what colours resemble and psychological mean to use without us being fully aware. 

What did i learn from this journal? 

I learned that the use of colour is essential to branding. That's why this blog is green, as green is associated with being refreshed and that's what we are! ☘️🪴 

Extra Resources ☘️. 

Throughout my university, i have purchased several books that i have used over and over again. I have included the name of them below if you are interested in picking up in the library or purchasing second hand (of course). 

My first book was - Jobber, D. and Ellis-Chadwick, F. (2016) Principles and Practice of marketing. 8th ed. Maidenhead: Mcgraw-Hill Higher Education.

I loved this as had case-studies, images and just was a simple, easy read. 

It also includes everything to do with marketing! If ever stuck, look at this book! 

My other favourite was - Dibb, S., Simkin, L., Pride, W. M. and Ferrell, O. C. (2019) Marketing Concepts and Strategies. 8th ed. Andover, Hampshire, United Kingdom: Cengage Learning, Emea.

I purchased this book in first year and religiously used it (even for this blog) throughout my four years. It is simple, easy to understand and really goes into detail regarding everything.

I hope this helps, 

Any questions my mailbox is always open. 

Best of luck, 

Heather 🪴 

The Sustainability Guru.