Upcycled, biodegradable, ethically sourced, zero-waste. There are plenty of sustainability buzzwords that float around brand marketing today. With companies being aware of making these more environmentally conscious efforts, what might cause consumers to hesitate before jumping onboard with this greener version of luxury retail?<\/p>\n
Jiyun Kang, associate professor in the Purdue University White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management (HTM), has found messaging to be key when it comes to consumer perception of the choices their favorite brands make. As a key influencer of the fashion world, luxury brands have been the focus of Kang\u2019s efforts through a top-down approach toward shaping the retail landscape.<\/p>\n","protected":false},"author":7,"featured_media":44439,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8,19],"tags":[263,2237,344,1436,240,176,593,79,592],"class_list":["post-44438","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hospitality-and-tourism-management","category-research","tag-college-of-health-and-human-sciences","tag-fashion-subscription-services","tag-jiyun-kang","tag-luxury","tag-purdue-university","tag-research","tag-retail","tag-sustainability","tag-white-lodging-j-w-marriott-jr-school-of-hospitality-and-tourism-management"],"acf":[],"yoast_head":"\n