@inbook{b950efe367d74e5eb19118d18a9ff745,
title = "The Rise of Virtual Representation of Fashion in Marketing Practices: How It Can Encourage Sustainable Luxury Fashion Consumption",
abstract = "The luxury fashion industry has undertaken initiatives to increase sustainability by employing digital technologies to virtually represent fashion in marketing activities. By adopting the theoretical perspective of consumer learning, this chapter proposes that virtual representation of fashion (VRF) could be used to encourage sustainable luxury fashion consumption (SLFC). A conceptual framework is developed to illustrate how to use VRF stimuli in different marketing touchpoints to evoke three distinct consumer learning approaches, which are expected to lead to consumers{\textquoteright} behavioural responses concerning SLFC. This chapter provides theoretical and practical implications on stimulation and promotion of sustainable consumption of luxury fashion brands.",
keywords = "Consumer learning, Digital marketing, Marketing practice, Sustainable luxury fashion consumption, Virtual representation of fashion",
author = "Shuang Zhou and Eunsoo Baek and Juyeun Jang",
note = "Publisher Copyright: {\textcopyright} 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.",
year = "2022",
doi = "10.1007/978-3-031-06928-4_13",
language = "English",
series = "Palgrave Advances in Luxury",
publisher = "Springer Nature Switzerland AG",
pages = "271--292",
editor = "Henninger, {Claudia E.} and Athwal, {Navdeep K.}",
booktitle = "Palgrave Advances in Luxury",
}