Author(s)

Shan Deng ¹

Affiliation(s)

¹ Chongqing Vocational and Technical University of Mechatronics, Chongqing, China

Corresponding Author

Shan Deng

ABSTRACT

The fast fashion industry has long been confronted with the dual challenges of environmental responsibility deficiencies and consumer trust crises. Traditional green marketing has exacerbated the trust predicament due to excessive promotion and perfect narratives. This study proposes an innovative communication strategy centered on the core concept of "green de-marketing", integrating "prosocial teasing" and "brand personification" to transform the brand's sustainability disadvantage into an opportunity for trust building. The article systematically analyzes the inherent flaws of the fast fashion industry and the trust crisis they have triggered, revealing the limitations of traditional green marketing in the contemporary communication environment. Furthermore, the research explains how prosocial teasing can reduce consumers' defenses through self-mocking communication and, in combination with personification strategies, shape a sincere and enterprising "brand personality". Case studies show that practices such as Patagonia's "Don't Buy This Jacket" advertisement and Allbirds' carbon footprint label have successfully established emotional connection and brand trust through the synergy of teasing and personification. This research provides a theoretical framework and practical path for fast fashion brands to break through the trust predicament in their sustainable development transformation, and points out a feasible way to rebuild consumer relationships through honesty, humor and humanistic communication.

KEYWORDS

Green Marketing; Prosocial Teasing; Personification; Fast Fashion Brand; Brand Trust

CITE THIS PAPER

Shan Deng, Turning a Weakness into a Strength: How Prosocial Teasing in Green Demarketing Builds Fast Fashion Brand Trust through Anthropomorphism. Information Systems and Economics (2025) Vol. 6: 18-22. DOI: http://dx.doi.org/10.23977/infse.2025.060303.

REFERENCES

[1] Li Yang, Li Jiaze, Wang Zhihong. Psychological Contract, Product Involvement, and Repeat Purchases in Live-Streaming E-commerce. Journal of Business Economics, 2023,23:79-82.
[2] Huang Yubo, Li Mengyao, Lin Jialing. A Study on the Mechanism of Green Reverse Marketing Advertising Appeals and Brand Personification in Influencing Consumers' Attitudes Toward Advertising [J]. Journal of Journalism and Communication Review, 2024,77(5):92-106.
[3] Y.H.Xu, J.G. Du, F. Shahzad, et al. Untying the Influence of Green Brand Authenticity on Electronic Word-of-mouth Intention: A Moderation-mediation Model. Frontiers in Psychology,2021,12:724452.
[4] X. Zhang, X. Shao,E.H.L. Jeong, et al. The Effects of Restaurant Green Demarketing on Green Skepticism and Dining Intentions: Investigating the Roles of Benefit Associations and Green Reputation. International Journal of Hospitality Management,2021,97:103007.
[5]Greimel H .Lexus teases new brand vision with concept[J].Automotive News,2021,95(6972):6.
[6] Wang Yedi, Yang Qiang, Zhu Jiaji, et al. The Impact of Marketing Strategies in Overconsumption on Consumer Regret: The Mediating Role of Responsibility Attribution and the Moderating Effect of Self-Control [J]. Journal of Management Engineering, 2023,37(6):46-56.
[7] Wu Yi, He Jiaxun. Global and Local Consumer Identity: A Review of Research from Dual Perspectives of Consumer Culture and Civic Community [J]. Foreign Economics and Management,2023, 45(4):88-103.
[8] Wang Xuhui, Liu Xitong, Song Song. The Impact of Platform-based E-commerce Gamification Marketing Strategies on User Consumption Behavior [J]. China Circulation Economy, 2023,37(4):47-59.
[9] Tang Linyun, Li Guiping, Du Bisheng, et al. Decision-making in E-Closed-loop Supply Chain Operations Considering Product Greenness and Green Marketing [J]. Mathematics Practice and Theory,2023, 53(3):94-105.
[10] Cheng Wei, Meng Jieyu. The Impact of Plot Reversal on Brand Attitude: A Study [J]. Journal of Shenyang Institute of Engineering (Social Sciences Edition), 2024,20(4):34-41.
[11] Dem Oba, Holly S. Howe, Gavan J. Fitzsimons. Brand Teasing: How Brands Build Strong Relationships by Making Fun of Their Consumers, 2025,52 (1), 70-92.

Sponsors, Associates, and Links

---

• Accounting, Auditing and Finance
  
  
• Industrial Engineering and Innovation Management
  
  
• Tourism Management and Technology Economy
  
  
• Journal of Computational and Financial Econometrics
  
  
• Financial Engineering and Risk Management
  
  
• Accounting and Corporate Management
  
  
• Social Security and Administration Management
  
  
• Population, Resources & Environmental Economics
  
  
• Statistics & Quantitative Economics
  
  
• Agricultural & Forestry Economics and Management
  
  
• Social Medicine and Health Management
  
  
• Land Resource Management
  
  
• Information, Library and Archival Science
  
  
• Journal of Human Resource Development
  
  
• Manufacturing and Service Operations Management
  
  
• Operational Research and Cybernetics