Mohsen, J. (2025) Don't Tell Me What To Do: How Different Messaging Strategies In Shopping Reduction Campaigns Trigger Psychological Reactance Among Consumers. In: Alkire, L. and Ordabayeva, N., (eds.) Proceedings of the 2025 AMA Winter Academic Conference. 2025 American Marketing Association Winter Conference, 10-16 Feb 2025, Virtual/Phoenix, AZ, USA. American Marketing Association , pp. 424-436.
Abstract
Overconsumption in the fast fashion industry is a pressing issue, with 75% of clothing ending up in landfills or incinerators annually, and only 15% recycled. An experiment revealed that assertive shopping reduction messages evoke greater psychological reactance and anger than suggestive messages, leading to lower compliance with sustainable actions.
Metadata
| Item Type: | Proceedings Paper |
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| Institution: | The University of Leeds |
| Academic Units: | The University of Leeds > Faculty of Business (Leeds) |
| Depositing User: | Symplectic Publications |
| Date Deposited: | 13 Feb 2025 16:14 |
| Last Modified: | 21 Mar 2025 13:30 |
| Published Version: | https://www.ama.org/events/academic/2025-ama-winte... |
| Status: | Published |
| Publisher: | American Marketing Association |
| Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:223083 |
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