...Kenneth Appiah-Nimo; Amukelani Muthambi; Richard Devey Purpose South Africa is the leading market for luxury goods in Africa – a fact evident from the statistics on luxury retail and the expanding footprint of international and local luxury brands. In a market that is dominated by prominent...

...Asphat Muposhi; Tinashe Chuchu Purpose This study applies the modified brand avoidance model to examine factors that influence sustainable fashion avoidance behaviour among millennial shoppers in South Africa. Design/methodology/approach A positivistic approach and a web-based online survey...

...Asphat Muposhi; Brighton Nyagadza; Chengedzai Mafini Purpose Fashion designers in South Africa remain ambivalent in embracing sustainable fashion. This study examines the role of neutralisation techniques on attitude towards sustainable fashion. The study was conducted in South Africa, an emerging...

.../methodology/approach Young adults (18–35 years old) were surveyed from two large African economies: South Africa (N = 306) and Nigeria (N = 272). The participants were surveyed at the economic capitals (Johannesburg and Lagos) of both countries to identify and explain CDMS related...

... university. Design/methodology/approach A self‐administered survey was completed by a convenience sample of 300 students of the Nelson Mandela Metropolitan University in Port Elizabeth, South Africa. The focal high‐involvement product was sportswear clothing and the low‐involvement product, coffee...