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Improving sustainable fashion marketing and advertising: a reflection on framing message technique and consumers’ personality

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Guedes, Biatriz, Bardey, Aurore and Schat, Anke (2020) Improving sustainable fashion marketing and advertising: a reflection on framing message technique and consumers’ personality. International Journal of Market Research, 62 (2). pp. 1-3. ISSN 1470-7853

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Abstract

Fashion, as one of the largest industries in the world, causes serious social and environmental issues. Sustainable fashion aims to reduce pollution and improve working conditions in the industry. This article suggests ideas for improving advertising and better understanding of consumer behavior in order to promote sustainable fashion. While there is still a lack of academic studies on consumer behavior and sustainable fashion, there is a need for the fashion industry to become more sustainable. Further work on improving sustainable fashion advertising as well as better understanding the target audience is to date necessary.

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