Sustainability: strategic and marketing approaches. The case of Adidas and the Kayley LW.

Abstract

In recent years purposes of a sustainable industrial development have been accepted and integrated in the business strategy of many leading companies. Firms are increasingly producing with a focus on green/sustainable products, according to an inner direction of the company or as a result of a competitive strategy. The aim of this research is to investigate how green/sustainable products can afford the market, in particular that of sport related items. Specifically, the first part reviews the literature on the consumer side, considering well-known studies and highlighting relatively new researches that give evidence to factors able to influence the purchase decision. The second part considers the literature on the firm side, emphasizing the different strategies that companies may adopt to successfully market sustainable/green products. The third part will analyze the topic of sustainability in the sport industry through a specific case: Adidas and training footwear, in particular the woman dance shoes “Kayley LW”. Finally, a focus group with young potential consumers has been done to better understand their perceptions about sustainable/green products, in particular if sustainability is seen as an added value when performance requirements are involved.