van der Veen, Justine (2025) Between Beliefs and Actions: Understanding the Intention-Behaviour Gap In Slow Fashion Consumption. Master thesis, Sustainable Entrepreneurship (SE).
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Abstract
Despite growing awareness of the environmental and social impacts of fast fashion, a clear gap remains between consumers' sustainable intentions and their actual purchasing behaviour. This research investigates the primary factors that contribute to the gap between intention and behaviour in the adoption of slow fashion. Using a qualitative research design, eight semi-structured interviews were conducted with young adults who value sustainability. Thematic analysis, based on the Theory of Planned Behaviour framework and extended with contextual barriers, emotional and psychological motivations, and psychological mechanisms, plays a crucial role in shaping behaviour. Participants demonstrated a willingness to make sustainable choices, but were often hindered by a lack of knowledge, accessibility, availability, visibility, affordability, or trust. The study concludes that bridging the gap requires structural changes to make slow fashion more accessible, affordable, visible and understandable. These insights offer multiple practical insights for stakeholders in the slow fashion industry and policymakers.
| Item Type: | Thesis (Master) |
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| Name supervisor: | Unal, A.B. |
| Date Deposited: | 02 Jul 2025 09:14 |
| Last Modified: | 02 Jul 2025 09:14 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/686 |
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