The green gap is traditionally thought of as the gap between how consumers intend to behave in regards to green living and how they actually behave. We extend the idea of the green gap by demonstrating a gap between the macro agenda of saving the planet as exercised by green advertisers and the...

Purpose – The aim of this study is to focus on consumers’ responses towards visual fashion ideal in hybrid magazine advertisements from a cross-cultural and generational perspective. Design/methodology/approach – This exploratory qualitative focus group study showed a set of validated...