Resumo

The search for sustainability transformed the competitive landscape of companies, which forced them to change the way of thinking about its products, technologies, processes and business models (Kemper, Hall and Ballantine, 2019; Nidumolu, Prahalad, Rangaswani, 2010).Thus, managers may increasingly understand that not only market issues are relevant in order to have results, but social and environmental issues.In terms of market and marketing, there are very important and fundamental changes in habits and behaviors that affect the consumption patterns, and the corporate and business attitudes.

The fashion industry has the dilemma of being one of the most polluting in the world. In Peru the sustainable fashion sector is growing as a organized movement, aiming at quality products with social and environmental care. For this reason, the opinion of people related to sustainable fashion management was considered of special relevance. So, it was proposed to know the beliefs of opinion makers of the Peruvian sustainable fashion sector. The main objective of this research has been to study the marketing trends to face the sustainability challenge.

The access to information and the opinions about social and environmental issues increased. Sustainable Marketing looks for a solution in which products can be responsibly commercialized without having an adverse impact on sustainability. When Green Marketing and Social Marketing strategies are combined, this can be an effective “pathway” to encourage more sustainable marketing solutions (Gordon, Carrigan and Hastings, 2011). Sustainable marketing highlights the importance of ethics, social responsibility, the environment, people, and the planet in order to understand the market.

This is study predominantly quantitative, descriptive and explicative. It is also non-experimental as the variables are not manipulated, nor was it the purpose to influence to modify them (Hernández-Sampieri and Mendoza, 2018). Regarding the temporal aspect it is classified as transversal, since its data collection was carried during the month of April 2019 in a sustainable fashion management seminar, held at the University of Lima -Peru, during the second week of April 2019. The target population were Peruvian influencers. The main data collection technique was carried through a survey.

The analysis of the quantitative data occurred through the tabulation of the data and analysis with the use of the SPSS program. First, it was verified that the instrument presented an acceptable degree of reliability, which resulted in a Cronbach´s Alpha (CAC) value 0.78. According to the results, the aspects assessed in terms of the highest potential to influence the sustainability challenge for a company are: 1. The innovative culture, the creation of alternative solutions and the transparency in the information; 2. The generation of value; 3. proactivity and consumer orientation.

The studied context is in accordance with the one indicated by Kemper, Hall and Ballantine (2019), when they emphasize that sustainable marketing managers are challenged to balance the sustainability dimensions, while working with actions related to the aspects valued by the subjects participating in the investigation. In terms of internal changes, the importance of the technologies, processes and products offered to the public are highlighted. The that stood out as the most relevant are the reuse and recycling of materials, the use of water, clean technologies and energy.

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