Chapter Two: Clothes and How to Nudge Consumers to Buy Sustainably

Figure 1: The Fogg Behavior Model (FBM) highlights three principal elements which affect behavioral response to nudges.
Figure 2: British online clothing store Sports Direct can improve its nudges by iterating the text choices and reducing the number of messages.
Figure 3: Patagonia uses a green nudge to strengthen its brand identity and direct consumers to trade in their old clothes.

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