Original paper
Consumer relationship with pro-environmental apparel brands: effect of knowledge, skepticism and brand familiarity
Abstract
Purpose The apparel industry is often scrutinized for its lack of environmental stewardship, and thus pro-environmental initiatives have been of significant consideration among apparel brands in recent years. However, one personality trait of specific concern to brand marketers is consumer skepticism toward climate change, which has the potential to negatively impact the success of brands’ pro-environmental initiatives. In this light, research...
Paper Details
Title
Consumer relationship with pro-environmental apparel brands: effect of knowledge, skepticism and brand familiarity
Published Date
Jun 10, 2019
Volume
29
Issue
1
Pages
1 - 14
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Notes
History