“Eco‐style” perceptions: The interplay of different sustainability cues and fashion styles in consumers' fashion brand attitudes
Barbara Behre,
Verolien Cauberghe
Abstract:Sustainable fashion is becoming increasingly integrated in today's society. However, the use of the term “eco” in fashion branding may evoke negative consumer perceptions, especially in terms of the perceived fashionability of clothing items. Hence, this study investigates consumer responses to environmental versus social sustainability cues used by an online fashion shop. In particular, the moderating influence of basic versus modern fashion style is examined, considering the idea that fashion style is centra… Show more
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