ABSTRACT The aim of this paper is to examine the impact of negative reporting in the media (hereafter negative publicity) about the fast fashion industry on the attitude of (potential) consumers towards fast fashion apparels. This is done on the basis of three experimental studies. These studies also analyzed if visual and written publicity about the working conditions in the production process and environmentally related information, e.g. environmentally unfriendly externalities of the fast fashion production process, can influence the attitude towards fast fashion apparels, i.e. intention to buy, liking, attitude towards the brand. Furthermore, the studies investigated if differences between consumers (e.g. attitude towards slow fashion, fashion involvement, and ethical and environmental consciousness of consumers) significantly influence the impact of such information on consumer attitudes. The findings of the three studies show that negative (audiovisual and written) publicity about the environmental impact and working conditions of the fast fashion industry significantly negatively influence consumers’ attitudes towards the fast fashion industry. The “power” of negative publicity is also significantly stronger than that of positive publicity and is enhanced by the consciousness of consumers towards the social and ecological impact of the fashion industry.

中文翻译：

---

负面宣传对快时尚行业的影响

摘要本文的目的是研究媒体对快餐业的负面报道（以下称负面宣传）对（潜在）消费者对快餐服装态度的影响。这是在三个实验研究的基础上完成的。这些研究还分析了有关生产过程中工作条件的视觉和书面宣传以及与环境有关的信息（例如快速时装生产过程对环境不利的外部影响）是否会影响对快速时装的态度，即购买意愿，喜好态度，态度等。走向品牌。此外，研究还调查了消费者之间是否存在差异（例如，对慢时尚的态度，对时尚的参与，以及消费者的道德和环境意识）大大影响了此类信息对消费者态度的影响。这三项研究的结果表明，对快速时尚产业的环境影响和工作条件的负面（视听和书面）宣传严重影响了消费者对快速时尚产业的态度。负面宣传的“力量”也比正面宣传的“力量”强得多，并且消费者对时装业的社会和生态影响的意识也得到增强。这三项研究的结果表明，对快速时尚产业的环境影响和工作条件的负面（视听和书面）宣传严重影响了消费者对快速时尚产业的态度。负面宣传的“力量”也比正面宣传的“力量”强得多，并且消费者对时装业的社会和生态影响的意识也得到增强。这三项研究的结果表明，对快速时尚产业的环境影响和工作条件的负面（视听和书面）宣传严重影响了消费者对快速时尚产业的态度。负面宣传的“力量”也比正面宣传的“力量”强得多，并且消费者对时装业的社会和生态影响的意识也得到增强。