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

Shina Kim, Eunju Ko, Sang Jin Kim

Research output: Contribution to journalArticlepeer-review

25 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)364-378
Number of pages15
JournalJournal of Global Fashion Marketing
Issue number4
Publication statusPublished - 2018 Oct 2

Bibliographical note

Funding Information:
This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government [NRF-2015R1A2A2A04005218].

Publisher Copyright:
© 2018, © 2018 Korean Scholars of Marketing Science.

All Science Journal Classification (ASJC) codes

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


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