International Marketing Review, Год журнала: 2024, Номер 42(1), С. 103 - 127

Опубликована: Дек. 24, 2024

Purpose Although consumers are aware of the importance sustainable consumption, there is a persistent gap between positive attitudes and actual behavior. This disconnect particularly pronounced in fashion industry, where often suppress their towards sustainability face tempting fast offers. paper analyzes how attempt to reconcile this attitude-behavior through using rationalization or neutralization techniques. Design/methodology/approach We surveyed more than 1,300 USA, Europe Asia. Based on last purchase, respondents indicated various purchase details as well agreement/disagreement 32 statements. Additional scales capture pertinent attitude awareness measures. To scrutinize role statements, we use series logistic regression multinomial analyses. Findings Country residence, age education level key determinants when employing Logistic results also reveal an inverse relationship propensity buying fashion. Ethics, all play purchasing products, but different degrees countries. Originality/value Research bridge inconsistencies scarce primarily qualitative. Our study identifies divergent Uncovering these techniques improves understanding enables marketers policymakers design effective strategies promote consumption.

Язык: Английский