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Cultural Influence in Fashion Marketing of healthcare products: a Case Study of GB, Pakistan

Authors

  • Ruiqi Yang Emlyon Business School, International Marketing & Business Development
  • Zaheer Abbas Kunming University of Science and Technology
  • Zhenghong Li Shanghai Jiao Tong University
  • Talib Hussain Karakoram International University
Vol. 32 No. 1 (2026): DESAFÍOS ÉTICOS EN LA SOCIEDAD DIGITAL
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Abstract

This study examines the cultural factors influencing fashion tastes and marketing techniques of healthcare products in Gilgit-Baltistan (GB), Pakistan, emphasizing the region's distinctive amalgamation of tradition, traditional values, and contemporary influences. This research conducts a qualitative analysis of 120 theme responses from local participants to investigate the influence of cultural heritage, social norms, and technological advancements—specifically media and internet shopping—on fashion preferences and purchasing patterns of healthcare products. The findings underscore the pivotal influence of cultural identity and traditional values on fashion preferences, especially with modesty, community involvement, and local festivals. The study examines the increasing impact of social media and international fashion trends, as well as the obstacles and potential for local enterprises in incorporating cultural heritage into the fashion marketing of healthcare products. The study emphasizes the necessity of a balanced strategy that honors cultural traditions while integrating contemporary trends, offering insights for firms to effectively connect with local consumers. Ultimately, it proposes future study avenues centered on sustainability, digital transformation, and cross-cultural comparisons to further the comprehension of fashion marketing of healthcare products in culturally diverse areas such as Gilgit-Baltistan for healthcare products marketing.

Keywords:

cultural heritage, fashion preferences, marketing strategies, modern influences, healthcare products
How to Cite
Yang, R. ., Abbas, Z. ., Li , Z., & Hussain, T. . (2026). Cultural Influence in Fashion Marketing of healthcare products: a Case Study of GB, Pakistan. Acta Bioethica, 32(1), 129–147. Retrieved from https://actabioethica.uchile.cl/index.php/AB/article/view/83403
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Acta Bioethica
Centro Interdisciplinario de Estudios en Bioética
Universidad de Chile
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