How to “Nudge” your consumers toward sustainable fashion consumption: An fMRI investigation

Eun Ju Lee, Hanah Choi, Jinghe Han, Dong Hyun Kim, Eunju Ko, Kyung Hoon Kim

Research output: Contribution to journalArticlepeer-review

70 Citations (Scopus)


Consumers often have positive attitudes about green marketing, yet their fashion purchases are not linked to sustainability, revealing an unbalanced psychological state. Based on balance theory, we explain how environmental priming can increase consumer preferences for fashion products with green logos. Using fMRI, we identify the neural representation of the green logo effect as significant activations in the anterior cingulate cortex (ACC). Prior exposure to environmental priming messages increased brain activations in the superior parietal lobule (SPL) and the bilateral lingual gyri (LG) during green-related communication, reflecting brain processes of relational reasoning and leading to increased preference for fashion products that bear a green logo. We discuss managerial implications related to the effectiveness of “nudge” communication techniques in setting up the tone for sustainable fashion marketing.

Original languageEnglish
Pages (from-to)642-651
Number of pages10
JournalJournal of Business Research
Publication statusPublished - 2020 Sept

Bibliographical note

Publisher Copyright:
© 2019 Elsevier Inc.

All Science Journal Classification (ASJC) codes

  • Marketing


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