{"title":"The Metaverse and its potential for digital sustainability in fashion","authors":"Marta Blazquez","doi":"10.1080/20932685.2024.2339236","DOIUrl":null,"url":null,"abstract":"ABSTRACT In recent years, Metaverse has become one of the most popular buzzwords in digital transformation and marketing. The concept of the metaverse refers to a new paradigm for how we use and interact with digital technologies within an immersive virtual environment. Digital sustainability relates to the use of digital tools to communicate sustainability and promote sustainable behaviours. This conceptual paper explores the concept of digital sustainability and investigates metaverse marketing practices within the realm of digital sustainability, specifically the use of the metaverse as a communication channel to communicate sustainability in fashion in an appealing and consistent way. The study contributes to the expanding body of research on the intersection of fashion and sustainability – more specifically digital sustainability – with a specific focus on the potential challenges and opportunities that the metaverse could bring, offering valuable managerial insights for fashion brands and an agenda for future research.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.3000,"publicationDate":"2024-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Global Fashion Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/20932685.2024.2339236","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
ABSTRACT In recent years, Metaverse has become one of the most popular buzzwords in digital transformation and marketing. The concept of the metaverse refers to a new paradigm for how we use and interact with digital technologies within an immersive virtual environment. Digital sustainability relates to the use of digital tools to communicate sustainability and promote sustainable behaviours. This conceptual paper explores the concept of digital sustainability and investigates metaverse marketing practices within the realm of digital sustainability, specifically the use of the metaverse as a communication channel to communicate sustainability in fashion in an appealing and consistent way. The study contributes to the expanding body of research on the intersection of fashion and sustainability – more specifically digital sustainability – with a specific focus on the potential challenges and opportunities that the metaverse could bring, offering valuable managerial insights for fashion brands and an agenda for future research.
期刊介绍：
The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.
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