Aramendia Muneta, María Elena
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Aramendia Muneta
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María Elena
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Gestión de Empresas
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INARBE. Institute for Advanced Research in Business and Economics
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Publication Open Access Green products in the fashion industry: consumer segmentation to develop communication campaigns(Taylor & Francis, 2024-12-16) Martínez Huete, Laura; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Universidad Pública de Navarra / Nafarroako Unibertsitate PublikoaThe rise of green awareness due to the environmental challenges the world faces has enhanced consumers' consciousness of, and attitudes toward green products. This study explores consumers' perceptions of green fashion products by analyzing consumer profiles. A cluster analysis differentiated four consumer segments with divergent demographic and behavioral features. Antigreeners, green followers, green professionals and supergreeners differ in green fashion awareness and their level of understanding of the benefits, challenges, enablers and attitudes of using green products. Overall, extensive ignorance of green fashion products was found, particularly among antigreeners and green followers, which should incentivize fashion companies to increase green fashion awareness and position their green fashion brands in this niche market. The present study helps bridge the research gap about consumers' buying behavior regarding green fashion products. Considering the fashion industry's global standing as one of the most polluting yet profitable sectors, this analysis offers valuable insights into the Circular Economy Action Plan of the European Green Deal.Publication Open Access Consumers' awareness and attitudes in circular fashion(Elsevier, 2023) Jiménez Fernández, Anne; Aramendia Muneta, María Elena; Alzate Barricarte, Miriam; Gestión de Empresas; Enpresen KudeaketaCircular fashion is a new concept shift towards a more sustainable fashion industry. Consumers' awareness of the fashion industry's environmental and social damage is increasing, along with the transformation of their purchasing habits. Circular economy appears to be a solution to these issues. Nonetheless, users' awareness of the principles of circular economy might benefit their application in real life. This research studies the relationships between awareness and attitudes towards the principles of circular economy as well as the mediators, which are namely, benefits and enablers. The main purpose of this study is to test a hypothesised model through structural equation modeling with Partial Least Squares. The results show that the principles have a positive relationship to the attitudes, benefits, and enablers of circular economy. Additionally, the effect of gender on consumers' attitudes towards sustainable fashion is worth analysing since it seems to play a significant role.Publication Open Access Instagram's marketing strategy of the main fast fashion brands: best practices to improve customer engagement(IGI Global, 2023) Martinicorena-Goñi, Naiara; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen KudeaketaAbout 1,000 million users are active on Instagram monthly, and the number of daily users is 500 million. Fifty percent of Instagrammers follow at least one business account, and 130 million Instagrammers tap on a shopping post to learn about products offered in the app every month. Moreover, more than 200 million Instagrammers visit at least one business profile every day. The objective of the study is to assess the Instagram strategy of four of the main fast fashion brands: Zara, H&M, Mango, and Forever 21. Results show videos achieve 3.88 times more engagement than pictures. The effect of the shopping bag tool, which has been recently introduced, is very promising: the pictures with the shopping bag tool achieved a 121.03% higher average. The authors also found spontaneity increases engagement, while Zara, H&M, and Mango posts experienced an increase in the average likes in the pictures that had faces in them.