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

Shina Kim; Eunju Ko; Sang Jin Kim

doi:10.1080/20932685.2018.1503557

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

Shina Kim, Eunju Ko, Sang Jin Kim

Department of Clothing and Textiles

Research output: Contribution to journal › Article › peer-review

25 Citations (Scopus)

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.

Original language	English
Pages (from-to)	364-378
Number of pages	15
Journal	Journal of Global Fashion Marketing
Volume	9
Issue number	4
DOIs	https://doi.org/10.1080/20932685.2018.1503557
Publication status	Published - 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

Access to Document

10.1080/20932685.2018.1503557

Cite this

@article{cdd9f256ae6e476aab2a3e28a5ac6ba2,

title = "Fashion brand green demarketing: Effects on customer attitudes and behavior intentions",

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.",

author = "Shina Kim and Eunju Ko and Kim, {Sang Jin}",

note = "Funding Information: This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government [NRF-2015R1A2A2A04005218]. Publisher Copyright: {\textcopyright} 2018, {\textcopyright} 2018 Korean Scholars of Marketing Science.",

year = "2018",

month = oct,

day = "2",

doi = "10.1080/20932685.2018.1503557",

language = "English",

volume = "9",

pages = "364--378",

journal = "Journal of Global Fashion Marketing",

issn = "2093-2685",

publisher = "Taylor & Francis",

number = "4",

}

TY - JOUR

T1 - Fashion brand green demarketing

T2 - Effects on customer attitudes and behavior intentions

AU - Kim, Shina

AU - Ko, Eunju

AU - Kim, Sang Jin

N1 - 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.

PY - 2018/10/2

Y1 - 2018/10/2

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=85053249095&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85053249095&partnerID=8YFLogxK

U2 - 10.1080/20932685.2018.1503557

DO - 10.1080/20932685.2018.1503557

M3 - Article

AN - SCOPUS:85053249095

SN - 2093-2685

VL - 9

SP - 364

EP - 378

JO - Journal of Global Fashion Marketing

JF - Journal of Global Fashion Marketing

IS - 4

ER -

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

Abstract

Bibliographical note

All Science Journal Classification (ASJC) codes

Access to Document

Other files and links

Fingerprint

Cite this