Хураангуй:
The issue of sustainability is becoming ever more prevalent due to growing ecological awareness. First part of this paper briefly reviewed literature about sustainability marketing. Thereafter this paper studies sustainability issues in context of home textile sector in Europe.
The theoretical part of this paper was based on market research reports on sustainability and home textiles product factsheets from CBI websites. The study employs globally accepted desktop and field research methodologies for collecting and interpreting data. We did some Desktop research on consumer demand for sustainable products in Europe such as fair-trade retail sales, sales of organic textiles etc. Field research was conducted during Maison&Objet trade fair in Paris from January 20 to 24, 2017, on behalf of Mongolian small and medium sized producers within the sector. During the trade fair, observation of main competitors and newcomers, surveys with trendsetters, personal interviews with potential buyers and experts had been undertaken. The paper concludes with marketing tips to succeed in European market. The research findings will be used to expand the Mongolian HT sectors’ export capacity to European market.
