Communicating sustainability fashion in marketing advertisements on the context of Malaysia: Stimuli development and pre testing results

• Main Authors: Hasbullah, Nornajihah Nadia, Kiflee, Ag Kaifah Riyard, Sulaiman, Zuraidah, Mas’od, Adaviah, Rahim, Hainnuraqma
• Format: Article
• Language: English
• Published: Canadian Center of Science and Education 2023
• Subjects: HB Economic Theory
• Online Access: http://eprints.utm.my/105388/1/ZuraidahSulaiman2023_CommunicatingSustainabilityFashioninMarketingAdvertisements.pdf; http://eprints.utm.my/105388/; http://dx.doi.org/10.5539/ass.v19n1p36
• Institution: Universiti Teknologi Malaysia

Although awareness of sustainable fashion in Malaysia is present, it is growing slowly. Consumers may find it challenging to understand messages or communicating advertisements on pro-environmental actions. Accordingly, stimuli development was designed in this study using regulatory focus theory for...