Review article
THE ROLE OF SUSTAINABLE MARKETING IN THE TRANSFORMATION OF THE TEXTILE INDUSTRY TOWARDS A CIRCULAR ECONOMY
Lea Masnec
orcid.org/0009-0000-7259-3288
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Larisa Hrustek
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Ana Kutnjak
orcid.org/0000-0003-1713-3582
; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Abstract
Concern for sustainability is becoming a central topic in political, scientific, and professional discussions, with increasing emphasis being placed on adapting industrial actors to sustainable practices and the circular economy. Numerous industries have been identified as major sources of pollution and natural resource consumption, with the textile industry standing out in particular, presenting a range of sustainability challenges, from the degradation of water resources and intensive land use for cotton cultivation to the generation of substantial waste during the production of clothing and other textile products. To prevent this, it is necessary to transform the traditional linear model of textile production and consumption by implementing an advanced digital business model that promotes sustainable solutions and circularity. The introduction of circular economy principles driven by digital solutions extends product life cycles and promotes sustainable practices such as recycling, reuse, exchange, buy-back, and more. This paper explores how sustainable marketing can drive the transformation of the textile industry towards circular business models supported by digital solutions. It analyzes strategies that incorporate ecological and ethical principles into communication, consumer relations, and branding, with the aim of promoting sustainable products and responsible behavior within industries. Using case studies and existing research, the paper identifies approaches that support a sustainable transition in the textile sector.
Keywords
sustainability; sustainable marketing; circular economy; textile industry; business process improvement; digital technologies
Hrčak ID:
345737
URI
Publication date:
23.3.2026.
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