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 contribution||Fashion brand green demarketing: Effects on customer attitudes and behavior intentions|
|Original language||Chinese (Traditional)|
|Number of pages||15|
|Journal||Journal of Global Fashion Marketing|
|Publication status||Published - 2018 Oct 2|
Bibliographical noteFunding Information:
This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government [NRF-2015R1A2A2A04005218].
© 2018, © 2018 Korean Scholars of Marketing Science.
All Science Journal Classification (ASJC) codes
- Cultural Studies
- Strategy and Management
- Management of Technology and Innovation