Purpose This study proposes and empirically tests the hypothesis that most consumers differ significantly in how accurately they express knowledge about what experts define as indicators of fashion sustainability behavior. Design/methodology/approach Sustainability discipline scholars (i.e.,...

In “the century of culture,” a current drift is toward utilizing cultural heritage branding. Cultural heritage brand referred to in this study means a brand with value proposition based on cultural heritage. As Asian cultures are gathering global focus amid ongoing trend of exoticism and the...