How Do Fashion Leaders Respond to Trade-Offs between Eco-Friendliness and Hedonic/Utilitarian Attributes?
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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Abstract
Consumers of eco-friendly clothing often face a trade-off between eco-friendliness and other product attributes. We investigate how fashion leaders respond to such trade-off situations, and also examine the influence of regulatory focus on their behavior.