• Alik Mstoyan
  • Matus Rovder
  • Konstantinos Tasiopoulos
In this day and age, there is a visible paradigm shift with regard to sustainability. Large fast fashion brands such as H&M, Zara and others, are discovering the strategic value of appearing more sustainable. Using an extended version of Ajzen’s theory of planned behavior and conducting a survey that investigates the participant’s knowledge regarding the sustainability within the fashion industry, the researchers tried to discover what the average consumer’s perception of sustainability really was, as well as understand their depth of knowledge regarding how sustainability worked in regard to the garment industry, more specifically the fast fashion industry. The authors of this research paper focus on three different dimensions to achieve this objective: (1) What are the key elements which positively affect consumer intention towards sustainable behavior? (2) To what extent does pricing affect consumer behavior regarding sustainability in the garment industry? (3) What additional prices are consumers willing to pay for more sustainable fashion products? The purpose of this paper is to get a better understanding of How does the perception of sustainability affect consumer behavior within the garment industry.
Publication date30 May 2022
Number of pages115
ID: 471711299