期刊
INTERNATIONAL JOURNAL OF CONSUMER STUDIES
卷 42, 期 4, 页码 419-429出版社
WILEY
DOI: 10.1111/ijcs.12435
关键词
attitude-behaviour gap; ethical consumer behaviour; fast fashion; green apparel; sustainable fashion; theory of planned behaviour; theory of reasoned action
类别
资金
- Fundacao para a Ciencia e a Tecnologia [UID/ECO/00124/2013]
- POR Lisboa [LISBOA-01-0145-FEDER-007722]
In today's society, the trend of ethical consumerism is undeniable. Yet, even though consumers are ethically concerned, they rarely transform their intentions into a green purchasing behaviourand this phenomenon is also evident in the sustainable fashion industry. This study aims to understand the prevailing attitude-behaviour gap and explores the barriers that constrain consumers in purchasing green apparel. A total of 13 in-depth interviews were conducted and analysed to the principles of grounded theory. The analysis reveals that the following barriers impede consumption of sustainable fashion: price, availability, knowledge, transparency, image, inertia and consumption habits. The impact of each dimension on consumers' purchase decisions might be of interest to apparel manufacturers and retailers who should implement strategies to encourage eco-conscious apparel acquisition and focus on diminishing these barriers. Accordingly, three major recommendations are made: (a) to concentrate on specific product attributes; (b) to adopt an efficient digital communication strategy; and (c) to make a greater effort on making green apparel attainable. This study contributes to the overall understanding of consumer behaviour in the ethical fashion industry and examines in-depth the purchasing criteria for sustainable fashion for consumers.
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