References

• Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
   Google Scholar
• Albino, V., Balice, A., & Dangelico, R. M. (2009). Environmental strategies and green product development: An overview on sustainability‐driven companies. Business Strategy and the Environment, 18(2), 83–96.
   Web of Science ®Google Scholar
• Allinson, C. W., & Hayes, J. (1996). The cognitive style index: A measure of intuition‐analysis for organizational research. Journal of Management Studies, 33(1), 119–135.
   Web of Science ®Google Scholar
• Alsamydai, M. J. (2015). The impact of ostensible demarketing strategy on improving product reputation in customer’s minds. International Review of Management and Business Research, 4(4), 973–987.
   Google Scholar
• Armstrong Soule, C. A., & Reich, B. J. (2015). Less is more: Is a green demarketing strategy sustainable? Journal of Marketing Management, 31(13–14), 1403–1427.
   Web of Science ®Google Scholar
• Atkinson, L., & Rosenthal, S. (2014). Signaling the green sell: The influence of eco-label source, argument specificity, and product involvement on consumer trust. Journal of Advertising, 43(1), 33–45.
   Web of Science ®Google Scholar
• Black, I. (2010). Sustainability through anti‐consumption. Journal of Consumer Behaviour, 9(6), 403–411.
   Web of Science ®Google Scholar
• Black, I. R., & Cherrier, H. (2010). Anti‐consumption as part of living a sustainable lifestyle: Daily practices, contextual motivations and subjective values. Journal of Consumer Behaviour, 9(6), 437–453.
   Web of Science ®Google Scholar
• Bülbül, C., & Menon, G. (2010). The power of emotional appeals in advertising. Journal of Advertising Research, 50(2), 169–180.
   Web of Science ®Google Scholar
• Chan, T. Y., & Wong, C. W. (2012). The consumption side of sustainable fashion supply chain: Understanding fashion consumer eco-fashion consumption decision. Journal of Fashion Marketing and Management: an International Journal, 16(2), 193–215.
   Google Scholar
• Chang, C. T. (2012). Are guilt appeals a panacea in green advertising? The right formula of issue proximity and environmental consciousness. International Journal of Advertising, 31(4), 741–771.
   Web of Science ®Google Scholar
• Chang, H., Zhang, L., & Xie, G. X. (2015). Message framing in green advertising: The effect of construal level and consumer environmental concern. International Journal of Advertising, 34(1), 158–176.
   Web of Science ®Google Scholar
• Chen, M. Y., & Chiu, C. I. (2016). Go green: How to influence the perceived effectiveness of a green product? International Journal of Advertising, 35(4), 622–641.
   Web of Science ®Google Scholar
• Chonko, L. B., & Hunt, S. D. (2018). Reflections on ethical issues in marketing management: An empirical examination. Journal of Global Scholars of Marketing Science, 28(1), 86–95.
   Web of Science ®Google Scholar
• Di Benedetto, C. A. (2017). Corporate social responsibility as an emerging business model in fashion marketing. Journal of Global Fashion Marketing, 8(4), 251–265.
   Web of Science ®Google Scholar
• Do Paço, A. M. F., & Reis, R. (2012). Factors affecting skepticism toward green advertising. Journal of Advertising, 41(4), 147–155.
   Web of Science ®Google Scholar
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
   Web of Science ®Google Scholar
• Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of Consumer Research, 35(3), 472–482.
   Web of Science ®Google Scholar
• Hayes, J., & Allinson, C. W. (1998). Cognitive style and the theory and practice of individual and collective learning in organizations. Human Relations, 51(7), 847–871.
   Web of Science ®Google Scholar
• Hidalgo-Baz, M., Martos-Partal, M., & González-Benito, Ó. (2016). Is advertising helpful for organic businesses? Differential effects of packaging claims. International Journal of Advertising, 36(4), 542–561.
   Web of Science ®Google Scholar
• Holbrook, M. B., & Batra, R. (1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404–420.
   Web of Science ®Google Scholar
• Huang, J., Su, S., Zhou, L., & Liu, X. (2013). Attitude toward the viral ad: Expanding traditional advertising models to interactive advertising. Journal of Interactive Marketing, 27(1), 36–46.
   Web of Science ®Google Scholar
• Hustvedt, G., & Bernard, J. C. (2008). Consumer willingness to pay for sustainable apparel: The influence of labelling for fibre origin and production methods. International Journal of Consumer Studies, 32(5), 491–498.
   Web of Science ®Google Scholar
• Hwang, C., Lee, Y., Diddi, S., & Karpova, E. (2016). “Don’t buy this jacket”: Consumer reaction toward anti-consumption apparel advertisement. Journal of Fashion Marketing and Management: an International Journal, 20(4), 435–452.
   Google Scholar
• Kapferer, J. N., & Laurent, G. (1985). Consumer involvement profiles: A new and practical approach to consumer involvement. Journal of Advertising Research, 25(6), 48–56.
   Web of Science ®Google Scholar
• Kaufman, A. C. (2016). Nike is now making most of its shoes from its own garbage. Retrieved from: https://www.huffingtonpost.com/entry/nike-recycled-shoes_us_5733436fe4b0bc9cb048b398 (accessed March 10, 2018).
   Google Scholar
• Keller, P. A., Lipkus, I. M., & Rimer, B. K. (2003). Affect, framing, and persuasion. Journal of Marketing Research, 40(1), 54–64.
   Web of Science ®Google Scholar
• Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.
   Web of Science ®Google Scholar
• Kim, H. S., & Ma, M. (2014). Influence of parent brand attitude and self-brand congruity on consumer response to green brand extensions for apparel products. Journal of Global Fashion Marketing, 5(2), 165–181.
   Google Scholar
• Kim, J. (2018). Social dimension of sustainability: From community to social capital. Journal of Global Scholars of Marketing Science, 28(2), 175–181.
   Web of Science ®Google Scholar
• Kirmani, A., & Rao, A. R. (2000). No pain, no gain: A critical review of the literature on signaling unobservable product quality. Journal of Marketing, 64(2), 66–79.
   Web of Science ®Google Scholar
• Ko, E., Hwang, Y. K., & Kim, E. Y. (2013). Green Marketing functions in building corporate image in the retail setting. Journal of Business Research, 66(10), 1709–1715.
   Web of Science ®Google Scholar
• Kotler, P., & Levy, S. J. (1971). Demarketing, yes, demarketing. Harvard Business Review, 49(6), 74.
   Web of Science ®Google Scholar
• Kozhevnikov, M. (2007). Cognitive styles in the context of modern psychology: Toward an integrated framework of cognitive style. Psychological Bulletin, 133(3), 464.
   PubMed Web of Science ®Google Scholar
• Larceneux, F., Benoit-Moreau, F., & Renaudin, V. (2012). Why might organic labels fail to influence consumer choices? Marginal labelling and brand equity effects. Journal of Consumer Policy, 35(1), 85–104.
   Google Scholar
• Lee, E. M., Jeon, J. O., Li, Q., & Park, H. H. (2015). The differential effectiveness of scarcity message type on impulse buying: A cross-cultural study. Journal of Global Scholars of Marketing Science, 25(2), 142–152.
   Web of Science ®Google Scholar
• Lee, M., & Brackley, A. (2016). The 2016 sustainability leaders report. Retrieved from http://sustainability.com/our-work/reports/the-2016-sustainability-leaders (accessed March 10, 2018).
   Google Scholar
• Lee, N., Choi, Y. J., Youn, C., & Lee, Y. (2012). Does green fashion retailing make consumers more eco-friendly? The influence of green fashion products and campaigns on green consciousness and behavior. Clothing and Textiles Research Journal, 30(1), 67–82.
   Web of Science ®Google Scholar
• Leonidou, L. C., Leonidou, C. N., Palihawadana, D., & Hultman, M. (2011). Evaluating the green advertising practices of international firms: A trend analysis. International Marketing Review, 28(1), 6–33.
   Web of Science ®Google Scholar
• MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130–143.
   Web of Science ®Google Scholar
• Martinsons, M. G., So, S. K., Tin, C., & Wong, D. (1997). Hong Kong and China: Emerging markets for environmental products and technologies. Long Range Planning, 30(2), 277–290.
   Web of Science ®Google Scholar
• Meyers-Levy, J., & Maheswaran, D. (2004). Exploring message framing outcomes when systematic, heuristic, or both types of processing occur. Journal of Consumer Psychology, 14(1 & 2), 159–167.
   Google Scholar
• Morsing, M., Schultz, M., & Nielsen, K. U. (2008). The ‘Catch 22ʹof communicating CSR: Findings from a Danish study. Journal of Marketing Communications, 14(2), 97–111.
   Google Scholar
• Nolan, H. (2011). Oh brother Patagonia just give us a break with this sanctimonious crap [Weblog]. Retrieved from: http://gawker.com/5863364/oh-brother-patagonia-just-give-us-a-break-with-this-sanctimonious-crap (accessed March 10, 2018).
   Google Scholar
• Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia: Ways to improve consumer appeal for environmentally preferable products. Environment: Science and Policy for Sustainable Development, 48(5), 22–36.
   Web of Science ®Google Scholar
• Patagonia (2011). Don’t buy this jacket. Retrieved from: http://patagonia.wpengine.com/wp-content/uploads/2016/07/nyt_11-25-11.pdf (accessed March 10, 2018).
   Google Scholar
• Pickett-Baker, J., & Ozaki, R. (2008). Pro-environmental products: Marketing influence on consumer purchase decision. Journal of Consumer Marketing, 25(5), 281–293.
   Google Scholar
• Rabolt, N., & Solomon, M. (2004). Consumer behavior in fashion. Upper Saddle River, NJ: Prentice-Hall.
   Google Scholar
• Reich, B. J., & Soule, C. A. A. (2016). Green demarketing in advertisements: Comparing “buy green” and “buy less” appeals in product and institutional advertising contexts. Journal of Advertising, 45(4), 441–458.
   Web of Science ®Google Scholar
• Rusou, Z., Zakay, D., & Usher, M. (2013). Pitting intuitive and analytical thinking against each other: The case of transitivity. Psychonomic Bulletin & Review, 20(3), 608–614.
   PubMed Web of Science ®Google Scholar
• Schwarz, N. (2011). Feelings-as-information theory. Handbook of Theories of Social Psychology, 1, 289–308.
   Google Scholar
• Shiu, E., Hassan, L. M., & Walsh, G. (2009). Demarketing tobacco through governmental policies–The 4Ps revisited. Journal of Business Research, 62(2), 269–278.
   Web of Science ®Google Scholar
• Shiv, B., Britton, J. A. E., & Payne, J. W. (2004). Does elaboration increase or decrease the effectiveness of negatively versus positively framed messages?. Journal of Consumer Research, 31(1), 199–208.
   Web of Science ®Google Scholar
• Sodhi, K. (2011). Has marketing come full circle? Demarketing for sustainability. Business Strategy Series, 12(4), 177–185.
   Google Scholar
• Suh, M., Ahn, J., & Rho, T. (2009). Does demarketing increase intention to retain and improve the relationship? Focus on customers’ characteristics. International Journal of Arts and Sciences, 3(2), 1–22.
   Google Scholar
• Sun, Y., & Ko, E. (2016). Influence of sustainable marketing activities on customer equity. Journal of Global Scholars of Marketing Science, 26(3), 270–283.
   Web of Science ®Google Scholar
• Sustainly (2015). 6th annual social media sustainability index. Retrieved from: https://sustainly.com/content/6th-annual-social-media-sustainability-index-download.
   Google Scholar
• Taylor, C. R., & Costello, J. P. (2017). What do we know about fashion advertising? A review of the literature and suggested research directions. Journal of Global Fashion Marketing, 8(1), 1–20.
   Web of Science ®Google Scholar
• Trope, Y., & Liberman, N. (2010). Construal-level theory of psychological distance. Psychological Review, 117(2), 440–463.
   PubMed Web of Science ®Google Scholar
• Tversky, A., & Kahneman, D. (1985). The framing of decisions and the psychology of choice. In V. T. Covello, J. L. Mumpower, P. J. M. Stallen, & V. R. R. Uppuluri (Eds.), Environmental impact assessment, technology assessment, and risk analysis (pp. 107–129). Berlin, Heidelberg: Springer.
   Google Scholar
• Van Doorn, J., & Verhoef, P. C. (2011). Willingness to pay for organic products: Differences between virtue and vice foods. International Journal of Research in Marketing, 28(3), 167–180.
   Web of Science ®Google Scholar
• Vance, C. M., Groves, K. S., Paik, Y., & Kindler, H. (2007). Understanding and measuring linear–Nonlinear thinking style for enhanced management education and professional practice. Academy of Management Learning & Education, 6(2), 167–185.
   Web of Science ®Google Scholar
• White, J. C., Varadarajan, P. R., & Dacin, P. A. (2003). Market situation interpretation and response: The role of cognitive style, organizational culture, and information use. Journal of Marketing, 67(3), 63–79.
   Web of Science ®Google Scholar
• White, K., MacDonnell, R., & Dahl, D. W. (2011). It’s the mind-set that matters: The role of construal level and message framing in influencing consumer efficacy and conservation behaviors. Journal of Marketing Research, 48(3), 472–485.
   Web of Science ®Google Scholar
• Yan, R. N., Hyllegard, K. H., & Blaesi, L. F. (2012). Marketing eco-fashion: The influence of brand name and message explicitness. Journal of Marketing Communications, 18(2), 151–168.
   Google Scholar
• Yang, D., Lu, Y., Zhu, W., & Su, C. (2015). Going green: How different advertising appeals impact green consumption behavior. Journal of Business Research, 68(12), 2663–2675.
   Web of Science ®Google Scholar