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• W2890844751 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." @default.
• W2890844751 created "2018-09-27" @default.
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• W2890844751 date "2018-09-14" @default.
• W2890844751 modified "2023-10-17" @default.
• W2890844751 title "Fashion brand green demarketing: Effects on customer attitudes and behavior intentions" @default.
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• W2890844751 doi "https://doi.org/10.1080/20932685.2018.1503557" @default.
• W2890844751 hasPublicationYear "2018" @default.
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