“CAN YOU BELIEVE THAT?” – ON FASHION BRANDS GREEN COMMUNICATIONS AND GEN Z’S PERCEPTION OF BRAND CREDIBILITY
Emily Rathbone, Alessia Grassi
- LanguageENG
- URLhttp://db.koreascholar.com/Article/Detail/423108
Global Marketing Conference
2023 Global Marketing Conference at Seoul
(2023.07)
pp.1026-1027
pp.1026-1027
글로벌지식마케팅경영학회
(Global Alliance of Marketing & Management Associations)
Abstract
Environmental concern has escalated as the climate crisis is an increasingly prevalent issue for the global society. Further catalysed by the onset of the Covid-19 pandemic, consumer behaviours are shifting, materialising in greener purchasing behaviour and heightened expectations of environmental brand practices. This phenomenon is affecting consumer attitudes and behaviour towards fashion brands. As such, credible environmental marketing strategies are increasingly central to brand success, influencing brand credibility perception.
Author