Stumbling into sustainability: The effectual marketing approach of Ecuadorian entrepreneurs to reframe masculinity and accelerate the adoption of slow fashion

Article

Abstract: The prevalent business model of fast fashion has received widespread criticism for being antithetica

Palabras claves:

Alternative masculinity, Effectuation, entrepreneurship, Fast fashion, Hegemonic masculinity, Slow fashion, Sustainability

Autores:

Attila Pohlmann, Rodrigo Muñoz-Valencia

Fuentes:

scopus