Demarketing Fast Fashion: Social Marketing Strategies to Reduce Overconsumption Among Young Mexicans
Published online on March 10, 2026
Abstract
Social Marketing Quarterly, Ahead of Print.
BackgroundDespite growing environmental awareness, many young consumers continue to engage in fast fashion overconsumption. This study explores why young Mexicans, though willing to adopt sustainable behaviors, struggle to translate that intention into ...
BackgroundDespite growing environmental awareness, many young consumers continue to engage in fast fashion overconsumption. This study explores why young Mexicans, though willing to adopt sustainable behaviors, struggle to translate that intention into ...