How Abstract vs. Concrete Repair Appeals Work Differently for Slow and Fast Fashion Brands: Fix It, Don’t Toss It

This study examines how brand type (fast vs. slow fashion) and message appeal (abstract vs. concrete) influence perceived environmental friendliness and purchase intentions, with consumer educational level as a moderator. Across four experiments grounded in construal level theory, we explore product repair communication strategies. Consumers with higher educational levels respond better to abstract appeals for slow fashion brands and concrete appeals for fast fashion brands, while consumers with lower educational levels show the opposite pattern. The results highlight the importance of tailoring product repair messages to both brand type and consumer educational level.