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The consumer paradox : exploring the attitude-behavior gap in sustainable fashion consumption

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The consumer paradox : exploring the attitude-behavior gap in sustainable fashion consumption

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QUOTES “In response to the [fashion] industry’s increasing attention on sustainability and sustainable consumption, the attitude-behavior gap presents a key obstacle of sustainable development.“ “The majority of the [respondents of the survey] do have a positive attitude toward both environment and society, yet when it comes to actual purchase, this does not translate into action.” “Although 43% [of the respondents] stated to purchase at secondhand stores regularly, only a small number of participants defined themselves as sustainable consumer.” “Several respondents did not associate secondhand garments with fashion sustainability.” “Findings furthermore suggested that intentions can only be translated into actual behavior when sustainable clothing is easily available and accessible in-store. Thus, individual and social factors should always be considered in connection with situational factors at the direct point of sale.” “Planned purchases happen mainly online, whereas spontaneous purchases happen in physical stores.” ABSTRACT Sustainability in fashion has grown in scope and importance in recent years. The rise of the conscious consumer has lead brands to improve their sustainable practices in accordance to growing demand for ethicality. On the counter side, although many consumers claim to show positive attitudes toward sustainable fashion, they do not translate their ethical stances into purchase action. This paradoxical behavior is described as attitude-behavior gap and has presented a popular theme within the field of behavioral science and economic psychology. - As consumer behavior is based on a variety of complex factors influencing individuals’ purchase decisions in both rational and irrational ways, this phenomenon has posed a challenge for fashion marketeers and managers alike. Influencing factors can be of individual, social or situational nature and involve, amongst others, personal attitudes, level of knowledge, social norms or even product availability at the point of sale. Therefore, in order to understand the reasons for the prevailing gap between attitude and behavior and give concrete solutions to this issue, this research report explores a variety of antecedents through both quantitative and qualitative consumer research methods. RESEARCH QUESTION What are the antecedents and consequences of the attitude-behavior gap in sustainable fashion consumption? SUB-QUESTIONS How can sustainable development, sustainability in fashion, sustainable consumption and the attitude-behavior gap be defined? - What are pre-existing theories of behavioral psychologists and researchers on the attitude-behavior gap? - Which research methods are most suitable to explore consumers’ paradoxical behavior? - What are the antecedents of the attitude-behavior gap? - What are behavioral consequences of the attitude-behavior gap? GUIDE The research findings resulted in a strategic advice specifically developed for fashion managers and marketeers of ethical brands. It is entitled ‘Pre–Loved Retail : a guide to facilitate sustainable consumption’

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2019
TypeBachelor
TaalEngels

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