FACTORS AFFECTING CONSUMER BEHAVIOR IN PURCHASING SUSTAINABLE FASHION PRODUCTS
Nguyen, My; Tong, Trang (2020)
Nguyen, My
Tong, Trang
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120927016
https://urn.fi/URN:NBN:fi:amk-2020120927016
Tiivistelmä
The purpose of this study was to increase the understanding about sustainable consumer
behavior, the situation of the sustainable fashion industry, environmental
awareness, and the gap between environmental awareness and the actions of consumers.
This thesis aims to answer the question: “What are the factors affecting consumer
behavior in purchasing sustainable fashion products?”. Furthermore, the main
goal of this thesis is to propose a value reference for sustainable fashion brands on
closing the gap between environmental awareness and the actions of consumers in
the sustainable textile industry.
For this analysis, the theoretical context covered three key concepts: The Current Situation
of Fashion Marketing, The Gap Between the Awareness and the Actions of
Consumers and Factors That Affect Sustainable Consumer Behavior. The first chapter
covers the three main points which are: Green-marketing, Greenwashing, and the
differences between the two. The second chapter studies the gap between the awareness
and the actions of consumers. The final chapter is surmised of the factors that
affect sustainable consumer behavior.
In the empirical section, a mixture of qualitative and quantitative approaches is utilized.
Secondary data sources come from books, articles, research papers and other
reliable online sources. Primary data was gathered by a quantitative data collection
method (online survey).
Valuable and recent data regarding consumer behavior in the sustainable textile industry
is discussed. Findings about the different factors that affect consumer behaviors
in the sustainable fashion market is also revealed.
behavior, the situation of the sustainable fashion industry, environmental
awareness, and the gap between environmental awareness and the actions of consumers.
This thesis aims to answer the question: “What are the factors affecting consumer
behavior in purchasing sustainable fashion products?”. Furthermore, the main
goal of this thesis is to propose a value reference for sustainable fashion brands on
closing the gap between environmental awareness and the actions of consumers in
the sustainable textile industry.
For this analysis, the theoretical context covered three key concepts: The Current Situation
of Fashion Marketing, The Gap Between the Awareness and the Actions of
Consumers and Factors That Affect Sustainable Consumer Behavior. The first chapter
covers the three main points which are: Green-marketing, Greenwashing, and the
differences between the two. The second chapter studies the gap between the awareness
and the actions of consumers. The final chapter is surmised of the factors that
affect sustainable consumer behavior.
In the empirical section, a mixture of qualitative and quantitative approaches is utilized.
Secondary data sources come from books, articles, research papers and other
reliable online sources. Primary data was gathered by a quantitative data collection
method (online survey).
Valuable and recent data regarding consumer behavior in the sustainable textile industry
is discussed. Findings about the different factors that affect consumer behaviors
in the sustainable fashion market is also revealed.