Does Green Fashion Retailing Make Consumers More Eco-friendly?

This study focuses on fashion retailers’ as the gatekeepers’ role of encouraging eco-friendly consumption culture, that is, consumption of green products. The purpose of this study is to propose and test a green retailing effect model involving different persuasion routes among green private brand (PB), green marketing campaigns, green consciousness and behavior, and to explore the moderating effect of marketing communication involvement (MCI)....