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Keywords: Consumer resistance
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2025) 29 (3): 371–394.
Published: 02 December 2024
... to empirically investigate consumers’ resistance barriers to sustainable fashion clothing. Design/methodology/approach This study utilizes innovation resistance theory to examine the barriers to consumer intention to buy sustainable clothing. The study collected a large sample (N = 745) of fashion...
