Fashion brand green demarketing: Effects on customer attitudes and behavior intentions

Shina Kim, Eunju Ko, Sang Jin Kim

Research output: Contribution to journalArticle

  • 1 Citations

Abstract

The authors focus on a fashion brand, Patagonia, to study green demarketing advertising in the fashion industry, a strategy for enhancing sustainability by encouraging consumers to avoid buying unneeded products. The study shows that green demarketing advertising positively affects consumer attitudes and behavior intentions in consumers who have either analytic or intuitive cognitive styles. All cognitive styles react most positively to concrete rather than abstract demarketing advertisements. Theoretical and managerial implications are discussed.

Translated title of the contributionFashion brand green demarketing: Effects on customer attitudes and behavior intentions
LanguageChinese
Pages364-378
Number of pages15
JournalJournal of Global Fashion Marketing
Volume9
Issue number4
DOIs
Publication statusPublished - 2018 Oct 2

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Marketing
customer
Sustainable development
Concretes
sustainability
Industry
industry
Customer attitude
Customer behavior
Demarketing
Cognitive style
Consumer attitudes
Sustainability
Consumer behaviour
Fashion industry

All Science Journal Classification (ASJC) codes

  • Cultural Studies
  • Strategy and Management
  • Marketing
  • Management of Technology and Innovation

Cite this

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时尚品牌绿色逆营销 : 消费者态度与行为意图的影响. / Kim, Shina; Ko, Eunju; Kim, Sang Jin.

In: Journal of Global Fashion Marketing, Vol. 9, No. 4, 02.10.2018, p. 364-378.

Research output: Contribution to journalArticle

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