Conflicting accounts of environmentally-friendly motives exist (see Chan, 2001; Hartmann & Apaolaza-Ibanez, 2012; Haws et al., 2014; Johnstone & Tan, 2015; Rashid, 2009; Royne et al., 2013). Recent research has turned to identity-society explanations (see Park & Lee, 2016). This research furthers this inquiry and narrows the gap. To understand environmentally-friendly clothing options (EFCO) motives better, this study uses uniqueness theory, which posits that consumers adopt dress different from mass fashion simply because it is unpopular (Snyder & Fromkin, 1977; Tian et al., 2001). Accordingly, environmentally-friendly attitudes should have nothing to do with the environment, but with norms, conformity, pressure (Law et al., 2004), and uniqueness. Thus, the research questions consist of: 1) is need for uniqueness in dress related to EFCO purchase intentions? 2) If so, does uniqueness relate to other EFCO motives? A survey was administered (n=220), using existing scales, to an online consumer panel All scales exhibited sufficient reliability. Pearson-Product Moment Scores and ANOVAs were used to assess variable relationships. As predicted, concern for the environment and perceived individual impact on the environment were unrelated to need for uniqueness. There was a significant and positive relationship between need for uniqueness and each of: attitudes toward EFCO and social pressure to act green. This indicates that individuals feel social pressure from important others to adapt to consumer trends. However, the manner in which they adopt mass consumer movements, such as sustainability, may be in more unique ways and via unpopular choice, such as EFCO. Finally, an ANOVA indicated that those high in uniqueness were willing to pay substantially more for EFCO.

The paper proposes to develop a framework to help examine the factors and processes by which luxury advertising can impact consumer health across the globe. While luxury products such as Burberry and Gucci have been a source of much pride and might accentuate the need for conspicuous consumption (Veblen 1899) within a society, we seek to examine how luxury brands across categories can produce both favorable and unfavorable consequences on consumer health. The model would offer insights into essential factors and processes not only those who aspire such luxury brands, but also for those who have no such desire. With the theoretical underpinnings, the suggested model will draw its predictability powers across the fields of marketing (e.g., branding), psychology (i.e., cognitive dissonance theory, social perception theories) and network theories (social contagion theory). This suggested framework will focus on body image, specifically eating disorders (e.g., anorexia), and will exemplify how luxury brand communication can have quick detrimental effects on young adolescent females across the globe. At the same time, the model will also demonstrate how and what factors can lead the global community down a more healthy socially integrated pathway with luxury branding still being the driving force.