It is not easy being green in an industry often characterized as excessive, frivolous, and elitist. But many people in fashion have found that green can stand for greenback as much as it stands for environmental and ethical concerns. Christophe Caillaud, president of Jean-Paul Gaultier, is one CEO who invests heavily in green marketing. With his reputation as a temperamental artist, he's being

watched closely by other industry leaders. Julie Gilhart, fashion director at Barneys department stores, is a champion of ethical fashion products. As a member of the Ingeo Round Table, she promotes the use of Ingeo, a synthetic fiber composed entirely of renewable materials. Since all businesses respond to market forces, many companies in the fashion industry waited to jump on the bandwagon until they saw how many consumers approve of eco-friendly clothing. One of these late-comers is Levi-Strauss, which has introduced the Eco brand of denim. Which of the following methods might businesses in the fashion industry have used to predict the consumer reaction to green marketing?
a. environmental scanning
b. perceptual restructuring
c. reactive monitoring
d. downsizing
e. benchmarking

A
Environmental scanning means searching the environment for important events or issues that might affect an organization.

Business

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