7 Assessing the Impact of Sustainability News Clips on Fast-Fashion Brands Purchase Intention A Neuromarketing Study
Nicolas Hamelin and Monica Chaudhary
7.1 Introduction
Sustainability has become a growing concern in the fashion industry over the last three decades (Brydges et al., 2022). The fashion industry is regarded as one of the most polluting industries with its emission of 1.2 billion tonnes of CO2 equivalent per year throughout its lifecycle (Ellen MacArthur Foundation, 2017). Almost 73% of the produced clothes end up in a landfill/burned and only a small percentage (15%) are recycled or downcycled into other clothing materials (Ellen MacArthur Foundation, 2017).
To encourage the sustainability of the ...
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