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Keywords: Institutional theory
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Journal Articles
Journal of Fashion Marketing and Management: An International Journal (2026) 30 (6): 1041–1062.
Published: 02 April 2026
... with its “walk”. This misalignment may have negative consequences for the legitimacy of the sustainable fashion movement. Originality/value In integrating institutional theory with Kantian deontology, our exploratory study offers a novel perspective on slow fashion within the field of fashion marketing...

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