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There is now a CONTENT FREEZE for Mercury while we switch to a new platform. It began on Friday, March 10 at 6pm and will end on Wednesday, March 15 at noon. No new content can be created during this time, but all material in the system as of the beginning of the freeze will be migrated to the new platform, including users and groups. Functionally the new site is identical to the old one. webteam@gatech.edu
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Business, Environment, and Society Seminar Series speaker Dionne A. Nickerson, PhD candidate presents "Sustainable Fashion: How Sustainability Claims Affect Consumer Attitudes towards Fashion Brands."
Sustainability has emerged as an important market driver with the potential to grow profits and spur value creation. As such, brands have increasingly introduced products with sustainability claims (i.e., claims of improved environmental and/or social impact). Prior work examining products with sustainability claims have focused almost entirely on consumer packaged goods. Little is known about the effects of sustainability claims on fashion brands. Drawing from the customer-based brand equity framework, we explore the effect sustainability claims on consumer attitudes towards luxury and non-luxury fashion brands.
