نوع مقاله : مقاله پژوهشی
موضوعات
عنوان مقاله English
نویسندگان English
The purpose of the current research is to present a marketing model for the development of sustainable fashion and clothing industry after the corona epidemic. The research is applied in terms of purpose and survey-descriptive in terms of method. The research tool is a semi-structured interview and a researcher-made questionnaire. The statistical community is made up of Iran's textile and clothing experts. The experts were randomly selected by snowball method. The research method is qualitative-quantitative. In the first stage, the theme analysis method was used, based on which the initial research model was extracted based on interviews with experts. In the next step, the model was tested using Friedman's test in spss software. The results of the research indicate that in the qualitative part, three dimensions of consumer, producer and environment have been extracted, which include components that have been extracted in total 23 components. Based on the quantitative analysis of the main dimensions of producers with an average of 9/3 in the first priority, the environmental component with an average of 5/3 in the second priority and the consumer component with an average of 6/2 in the third priority. In the consumer dimension, providing durable and practical designs for clothing is given the first priority with an average of 9/3, in the producer dimension, the development of green marketing by producers is given the first priority with an average of 4/3, in the environmental dimension, attention to the supply chain Green in the environment with an average of 9/3 have been prioritized.
کلیدواژهها English