Mohr, Iris; Fuxman, Leonora; Mahmoud, Ali B. - In: Journal of Fashion Marketing and Management: An … 26 (2021) 4, pp. 640-660
Purpose: This article critically synthesizes the literature on sustainable fashion, the movement behind it and plausible fashion adoption theories. Then, to build on those studies, developing a new theory about adopting sustainable fashion – mainly among millennials and Generation Z who are...