I Would Not Buy From That Brand! : A Comparative Study of Generation X, Y, and Z’s Brand Avoidance Behaviours Towards Fast Fashion Brands
Background: Several fast fashion brands have been criticised regarding their business practices, with poor working conditions in developing countries and use of toxic chemicals. Subsequently, many consumers have turned to anti-consumption practices such as brand avoidance to distance themselves from...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Jönköping University, Internationella Handelshögskolan
2021
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-53033 |