Customer intention to engage in circular business models in fashion industry
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Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
Authors
Date
2018
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
72+22
Series
Abstract
To address the theoretical gap in consumer intention to circular business model, the study was using the theory of planned behaviour as a theoretical framework and conducting a qualitative research related to environmental concerns, knowledge, culture, and three main elements of the theory of planned behaviour, attitude, subjective norms and perceived behavioural control and their relationship with consumer intention toward participation of the new circular fashion models in Finland market. Vigga, a Danish circular baby clothing concept, and Lena Library, a Netherlandish fashion library concepts were exemplified of circular economy models in fashion industry. A qualitative research with basic interpretative approach and thematic analysis strategy was conducted with 12 comprehensive interviews. The study’s findings indicated the clear and complicated relationship among attitude, perceived behavioural control and consumer intention. Other emerging aspects were also analysed and found the connection amongst them and the intention consumer would have, namely perceived difficulty, perceived consumer effectiveness, and perceived risks. The limitations of the study were pointed out as suggestion for future researches.Description
Thesis advisor
Lindblom, ArtoMitronen, Lasse
Keywords
circular economy, circular fashion concept, consumer intention, theory of planned behavior