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

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  • Shina Kim
  • Eunju Ko
  • Sang Jin Kim

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.

Suggested Citation

  • Shina Kim & Eunju Ko & Sang Jin Kim, 2018. "Fashion brand green demarketing: Effects on customer attitudes and behavior intentions," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 9(4), pages 364-378, October.
    • Handle: RePEc:taf:rgfmxx:v:9:y:2018:i:4:p:364-378
    DOI: 10.1080/20932685.2018.1503557
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    Cited by:

    1. Daniel Halicki & Piotr Zaborek & Grégoire Meylan, 2024. "Sustainable Fashion Choices: Exploring European Consumer Motivations behind Second-Hand Clothing Purchases," Administrative Sciences, MDPI, vol. 14(8), pages 1-24, August.

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