Sustainability: Clothing Consumption

Student thesis: Master thesis (including HD thesis)

  • Nina Beck
Due to the globalization influence on fashion industry, which resulted in a growing interest of sustainability matters not only by apparel industry, but also by consumers. Companies within the apparel industry started to focus on producing environmentally friendly garments to meet consumers concerns about environmental issues cause by its production. Thus, it is important to understand what factors foster young consumers to make decisions in favor for sustainable purchase.

The research study purpose is aimed to investigate how young consumers, Aalborg University students, understand and apply sustainability concept in relation to clothing consumption. Also, to find out what impact, positive or negative, does such factors as knowledge, price, eco-label and trust, have on their decision to purchase clothing items in a sustainable manner. For this reason, a deductive approach was applied, which resulted in gaining relevant literature finding from which hypotheses to identified factors that influence consumers’ decision to purchase in a sustainable manner were created. Next, a quota sample was chosen by carefully selected measurement steps. While the framework for the research study consists of relevant literature review and theories, such as generational cohort theory, the Theory of Reasoned Action and the general decision-making model of sustainable consumption. Which in their turn helped to create this thesis own study model that further revealed a solid answer to the research question. Furthermore, a quantitative method was applied to gain data from the self-administered survey.

Thus, the results from the survey showed that 52 respondents understand sustainability concept in general, though they lack knowledge in sustainable clothing consumption, which has a negative impact on environmental purchasing decision. Particularly, the results discovered that such factor as price has a positive impact on respondents’ decision to purchase sustainable clothing, compared to knowledge factor that has a negative impact on their decision toward sustainable clothing consumption. As to eco-label, it was negatively perceived by respondents, though a trust factor was positively perceived by them. However, neither eco-label nor trust, have an impact on AAU students, hence they are not significant in their decision to purchase sustainable clothing items.
LanguageEnglish
Publication date30 May 2018
Number of pages184
ID: 280098907