Fashion without pollution: How consumers evaluate brands after an NGO campaign aimed at reducing toxic chemicals in the fashion industry

This research analyzes the effects on consumer responses of an NGO campaign (Greenpeace’s 2011 Detox campaign), aimed at reducing toxic chemicals in the manufacturing processes and final products of fashion brands. The proposed model explains and tests the mechanisms underlying negative consumer reactions to the fashion brands that are the focus of NGO campaigns. The findings illustrate the mediating role that consumers’ evaluations of brand blame play in their attitude towards such brands and subsequent purchase intentions. Two relevant moderators – (1) consumer reasons for justifying brands’ unethical behavior in the market and (2) the decision of certain brands to comply with the NGO campaign’s requests – play a significant part in the mediation mechanism. These findings make original contributions to theory and have important implications for consumers, companies, and NGOs, because they provide fresh insights into understanding, and handling effectively, consumer reactions to NGO campaigns aimed at reducing the use of toxic chemicals in the fashion industry.