How does the perception of sustainability affect consumer behavior within the garment industry?
Authors
Mstoyan, Alik ; Rovder, Matus ; Tasiopoulos, Konstantinos
Term
4. Semester
Publication year
2022
Submitted on
2022-05-30
Pages
115
Abstract
In recent years, sustainability has become a strategic priority across fashion, including fast fashion brands like H&M and Zara that seek to appear more sustainable. This study uses an extended version of Ajzen’s theory of planned behavior—a model that links attitudes, social norms, and perceived control to intentions and actions—together with a consumer survey on sustainability in fashion. The goal is to understand how everyday consumers define sustainability and how much they know about it in the garment sector, especially fast fashion. The research focuses on three questions: (1) Which factors encourage intentions to act sustainably? (2) How does price influence sustainable choices in the garment industry? (3) How much extra are consumers willing to pay for more sustainable fashion products? Overall, the paper aims to clarify how perceptions of sustainability shape consumer behavior in the garment industry.
I de senere år er bæredygtighed blevet en strategisk prioritet i modebranchen, også for fast fashion-mærker som H&M og Zara, der ønsker at fremstå mere bæredygtige. Dette studie bruger en udvidet version af Ajzens teori om planlagt adfærd—en model, der forbinder holdninger, sociale normer og oplevet kontrol med intentioner og handlinger—samt en spørgeskemaundersøgelse om bæredygtighed i mode. Målet er at forstå, hvordan almindelige forbrugere definerer bæredygtighed, og hvor meget de ved om emnet i beklædningsbranchen, særligt fast fashion. Undersøgelsen fokuserer på tre spørgsmål: (1) Hvilke faktorer fremmer intentioner om at handle bæredygtigt? (2) Hvordan påvirker pris bæredygtige valg i beklædningsbranchen? (3) Hvor meget ekstra er forbrugerne villige til at betale for mere bæredygtige modeprodukter? Overordnet søger artiklen at tydeliggøre, hvordan opfattelsen af bæredygtighed påvirker forbrugeradfærd i beklædningsbranchen.
[This apstract has been rewritten with the help of AI based on the project's original abstract]