Do Consumers' Attitudes Toward Sustainability Play a Significant Role in the Decision-Making Process Behind Fashion Purchases? Exploring the Attitude-Behaviour Gap in 2022
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School of Business |
Bachelor's thesis
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Date
2022
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Mcode
Degree programme
(Mikkeli) Bachelor’s Program in International Business
Language
en
Pages
42 + 9
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Abstract
Objectives The main objectives of this study were: 1) Explore whether an attitude-behaviour gap was present in a 2022 sample as found in previous research and 2) to identify currently the most pressing inhibitors of green purchasing and thus causes for the attitude-behaviour gap. Summary A discrepancy between attitudes toward sustainability and actualised shopping behaviour has been evident in research dating largely to the early 2000’s and 2010’s. This thesis aimed to re-explore the phenomenon in the context of 2022 where sustainability has become a mainstream concern and interest. The study utilised a survey to investigate the attitude-behaviour gap through a current sample. Conclusions 1)The attitude-behaviour gap remains within the established sample as no correlations between attitudes and actualised behaviour are found. 2) Inhibitors of green purchasing are identified to largely be the same as cited in previous research; lack of accessibility, knowledge and style, social pressures to overconsume fast fashion, small locus of control, perceived transparency of companies, and most dominantly high prices. Evidence for need of self-expression through fashion and size availability — less present in previous studies — also presented as inhibitors within the survey sample.Description
Thesis advisor
Zdrakovic, SrdanKeywords
fashion industry, sustainability, attitude-behaviour gap, green purchasing