Can Fear Stop Animal Cruelty in Fashion Industry?  The Effect of Negative Arousal in a Nonprofit Organization’s Social Media Campaigns

Heejin Lim; Moonhee Cho; Sergio Bedford

Sustainability and Social Responsibility

Can Fear Stop Animal Cruelty in Fashion Industry? The Effect of Negative Arousal in a Nonprofit Organization’s Social Media Campaigns

Authors: Heejin Lim (University of Tennessee, Knoxville) , Moonhee Cho (University of Tennessee, Knoxville) , Sergio Bedford (University of Tennessee, Knoxville)

Abstract

This study focuses on the issue of animal cruelty which is a relatively under-investigated topic in the fashion industry and aims to investigate how different levels of animal cruelty depicted in nonprofit organizations’ ethical consumption campaigns translate into viewers’ negative emotions and lead to supportive behavior and ethical consumption intention.

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How to Cite: Lim, H. , Cho, M. & Bedford, S. (2018) “Can Fear Stop Animal Cruelty in Fashion Industry? The Effect of Negative Arousal in a Nonprofit Organization’s Social Media Campaigns”, International Textile and Apparel Association Annual Conference Proceedings. 75(1).