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Keywords: Neutralization techniques
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2025) 42 (1): 103–127.
Published: 26 December 2024
... their positive attitudes towards sustainability in the face of tempting fast fashion offers. This paper analyzes how consumers attempt to reconcile this attitude-behavior gap through using rationalization or neutralization techniques. Design/methodology/approach We surveyed more than 1,300 fashion consumers...
Includes: Supplementary data
