This chapter aims to give a brief overview of the most recent trends and patterns of green and sustainable entrepreneurship in the global fashion market by outlying the potential and future trends of smart fashion consumer products. Issues pertaining to green and sustainable entrepreneurship are discussed, with the goal of achieving growth and profitability while also taking into account the importance of protecting the environment and minimizing climate change. Research and development of green technologies and practices is the key to achieving this through appropriate investments. The chapter explains how PROMETHE's methodology tackles and solves marketing problems related to global fashion challenges by suggesting the best alternative decisions for marketing tactics and strategic actions. In addition, the analysis highlights new trends and challenges that marketer and decision-makers in the fashion industry are facing.
Authors: Theodore Tarnanidis, Vijaya Kittu Manda, Michail Karypidis, Evridiki Papachristou, Maro Vlachopoulou
DOI: https://doi.org/10.4018/979-8-3373-0528-8.ch003
Publish Year: 2025
