Browsing by Subject "attitude-behavior gap"

Now showing 1 - 2 of 2
  • Thumbnail Image
    Item
    From Trends to Transformation: Investigating Consumer Awareness and Behavior as Drivers Behind the Rise of Fast Fashion and the Circular Shopping Economy
    (2023-12) Tanner, Emma
    This thesis explores the global ascent of fast fashion, investigating its significant impact on textile and garment production and the resultant environmental consequences stemming from accelerated production processes. It identifies the environmental and ethical ramifications of the stages of the linear garment lifecycle, offering a comprehensive perspective of the modern fashion industry. Through an exploration of consumer awareness and behavior, this paper uncovers the influential role played by consumers in driving the proliferation of fast fashion practices. Consumer shifts toward affordable, trendy clothing have propelled the fast fashion industry, reflecting the direct link between consumer choices and fashion production. Furthermore, this thesis investigates the paradoxical relationship between the sustainability advocacy of consumers and their concurrent engagement in consumption habits that perpetuate an unsustainable "take, make, dispose" clothing cycle. By delving into consumer dynamics and psychology, this research unravels the underlying motivations that drive fashion consumers' purchasing decisions. It subsequently evaluates how past consumer behavior has effectively instigated shifts toward sustainable initiatives within the fashion industry, particularly through engagement with the secondhand fashion market. Furthermore, past consumer affinity for secondhand fashion companies is analyzed to glean insights into strategies that sustainable brands can adopt to enhance consumer engagement and participation.
  • Thumbnail Image
    Item
    Trash to Treasure: A Case Study and Conjoint Analysis of Consumer Preference for Sustainable Apparel Shopping
    (2021-05) Sampayo, Helena
    The fashion industry is taking a toll on the environment, and all eyes are on industry leaders and circular business models to respond to the crisis and help repair the integrity of fashion. According to the Environmental Protection Agency (EPA), in 2018, 13 million tons of apparel were generated and over 9 million tons of clothing and footwear were landfilled. While consumer interest in sustainable product offerings has risen in past years, the "green" attitude-behavior gap is a challenge for market offerings that primarly target ethical personal values of sustainable consumption. Through several case studies, this thesis explores the potential economic value in business models that enhance service and product attributes relating to sustainable fashion, including: online resale, upcycling, and rental services. The final chapter of this thesis employs the findings of the case studies to empirically determine the value of various sustainable apparel offerings. To evaluate the unrealized value of apparel at various stages of use, a conjoint analysis is performed on the data collected from a panel of 262 US consumers. The findings suggest that consumers attribute a certain utility to unique, scarce items and more convenient methods of shopping sustainably.