Sustainability as a main criterion in buying behavior : case: children's clothes
Samadova, Aytan (2022)
Samadova, Aytan
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022121930782
https://urn.fi/URN:NBN:fi:amk-2022121930782
Tiivistelmä
The thesis focuses on the global environmental issues generated by fashion industry. The purpose of this study to investigate if sustainability is a main criterion in buying behavior of children’s clothes. The author aimed to test awareness of climate impact of fashion industry and raise awareness among consumers and influence them to become more responsible buyers.
Theoretical framework introduces the basic theory relating to consumer behavior and the decision-making process, which is assembled from numerous publications, e-books, articles and webpages. The theory part continues with impact of fashion industry to the environment, sustainability of fashion industry and discussion about circular economy, factors affecting buying decision and sustainability of consumer behavior.
Mixed method with questionnaire and interview is used to find out if consumers are aware of fashion industry’s huge impact on the environment, which factors affect consumer behavior, and if sustainability is the main factor affecting purchase decision.
Main findings of this research indicate that diverse factors affect purchase decision, such as quality, price, durability, comfortability. Even though consumers are aware of environmental issues, sustainability is not the main factor affecting their buying decision.
As sustainability is not the main criterion to affect buying decision, further study is needed to investigate different strategies which can influence consumers to change their behavior towards more sustainable consumption.
Theoretical framework introduces the basic theory relating to consumer behavior and the decision-making process, which is assembled from numerous publications, e-books, articles and webpages. The theory part continues with impact of fashion industry to the environment, sustainability of fashion industry and discussion about circular economy, factors affecting buying decision and sustainability of consumer behavior.
Mixed method with questionnaire and interview is used to find out if consumers are aware of fashion industry’s huge impact on the environment, which factors affect consumer behavior, and if sustainability is the main factor affecting purchase decision.
Main findings of this research indicate that diverse factors affect purchase decision, such as quality, price, durability, comfortability. Even though consumers are aware of environmental issues, sustainability is not the main factor affecting their buying decision.
As sustainability is not the main criterion to affect buying decision, further study is needed to investigate different strategies which can influence consumers to change their behavior towards more sustainable consumption.