Impulsively Sustainable: Can an Inhibitory Control Training Help Consumers to Reduce Fast Fashion Consumption?

We examined whether an inhibitory control training based on a Go/NoGo task can help consumers to buy less fast fashion items. Results show that for impulsive buyers, the Go/NoGo training reduced urge to buy clothing, intention to buy fast fashion, and liking of shopping for clothes.


Oliver Büttner, Benjamin Serfas, Julia Wilberg, and Saskia Flachs (2021) ,"Impulsively Sustainable: Can an Inhibitory Control Training Help Consumers to Reduce Fast Fashion Consumption?", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 926-926.


Oliver Büttner, University of Duisburg-Essen
Benjamin Serfas, University of Duisburg-Essen
Julia Wilberg, University of Duisburg-Essen
Saskia Flachs, University of Duisburg-Essen


NA - Advances in Consumer Research Volume 49 | 2021

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