van Looijen, Jesse (2023) Mapping Psychological Factors to Investigate the Potential Influence of Sustainable Labelling in Fashion. Bachelor thesis, Global Responsibility & Leadership (GRL).
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Abstract
It has been argued that the fashion industry is the second most polluting industry that is threatening the entire planet and all of its resources. Therefore, consumer buying behaviour is critically to map in order to see where the impact can be made on the production of sustainable clothing. In this research, the new investigations of the De Autoriteit 8 Consument & Markt (ACM) regarding sustainable labelling will be explained in our own investigation will be done by diving into the psychological factors of interest in sustainability, trust in sustainability, awareness of sustainability and knowledge about sustainability. These factors should explain the two dependent variables developed purchase intention and willingness to buy. It has been found that interest and knowledge are significant predictors of purchase intention and that style, price and sustainability are the most important factors for consumers when buying clothing. Furthermore, it was found that consumers lack a great amount of knowledge regarding sustainable labelling, but that they are still willing to pay more for sustainable clothing than conventional clothing.
| Item Type: | Thesis (Bachelor) |
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| Name supervisor: | Unal, B. |
| Date Deposited: | 12 Sep 2023 09:16 |
| Last Modified: | 12 Sep 2023 09:16 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/244 |
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