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

김상진|Eunju Ko|Shina Kim
한국마케팅과학회 (Korean Scholars of Marketing Science)|2018.09|Journal of Global Fashion Marketing|제9권 제4호|pp. 364-378|DOI https://doi.org/10.1080/20932685.2018.1503557

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참고문헌

키워드

品牌态度Attitude toward advertisingattitude toward brandbehavior intentionsdemarketing advertisinggreen demarketing广告态度行为 意图逆营销广告绿色逆 营销
주제분류경영학

초록

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.

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.

참고문헌 (66)

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