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- W4310680425 abstract "We aimed to understand how to promote innovative technology in the sustainable fashion market. The case study was the advertisement of a feminine bag with a chain coated using a new technology. We invited 550 women to read an Instagram post. In the control condition, the post only described the new technology. In the informational condition, the post emphasized the resistance and durability of the bag. In the transformational condition, the post emphasized the innovativeness and exclusivity of the bag. In the sustainability condition, the post emphasized the low environmental impact of its production. Results showed that the sustainability advertisement was the most persuasive in terms of consumers’ involvement, systematic processing, and intention to buy the bag. In addition, reference to the functional benefits was an effective strategy to promote purchasing intention when consumers were interested in novelty and high quality, and when engaged in shopping for fun and enjoyment." @default.
- W4310680425 created "2022-12-15" @default.
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- W4310680425 date "2022-12-02" @default.
- W4310680425 modified "2023-10-06" @default.
- W4310680425 title "Advertising Innovative Sustainable Fashion: Informational, Transformational, or Sustainability Appeal?" @default.
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- W4310680425 doi "https://doi.org/10.3390/su142316148" @default.
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