Sustainability and Social Responsibility

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

Authors: Jonghan Hyun (Kent State University) , Jihyun Kim (Kent State University)

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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How to Cite: Hyun, J. & Kim, J. (2018) “How Do Fashion Leaders Respond to Trade-Offs between Eco-Friendliness and Hedonic/Utilitarian Attributes?”, International Textile and Apparel Association Annual Conference Proceedings. 75(1).