How Do Fashion Leaders Respond to Trade-Offs between Eco-Friendliness and Hedonic/Utilitarian Attributes?

Date
2018-01-01
Authors
Hyun, Jonghan
Kim, Jihyun
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Abstract

Consumers of eco-friendly clothing often face a trade-off between eco-friendliness and other product attributes. We investigate how fashion leaders respond to such trade-off situations, and also examine the influence of regulatory focus on their behavior.

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