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Is green the new black?: An investigation of underlying factors that may influence Generation Y consumers’ purchase behaviour of sustainably produced clothes
Umeå University, Faculty of Social Sciences, Department of Psychology.
2017 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

The emergence and success of fast fashion companies have had a negative impact on the environment. A questionnaire based on the Theory of planned behaviour was distributed to 122 respondents (mean age 26,16) through Facebook to investigate underlying factors that may influence young consumers’ purchase behaviour of sustainably produced clothes. The results show that a positive attitude toward the consequences of sustainable consumption is the best predictor of purchase intention (r  =.69), which in turn is connected to purchase behaviour (r  = .61). The younger consumers are valuing price and design higher than the older consumers, while the older are valuing quality and sustainability higher than the younger consumers (X2  (1) = 7,91, p  < .01).

Abstract [sv]

Fast fashion företagens uppkomst och framgångar har haft en negativ inverkan på miljön. Ett frågeformulär baserat på Theory of planned behaviour distribuerades till 122 respondenter (medelålder 26,16) genom Facebook för att undersöka vilka underliggande faktorer som kan influera unga konsumenters köpbeteende utav hållbart producerade kläder. Resultaten visar att en positiv attityd till konsekvenserna utav hållbar konsumtion är den starkast förutsägande faktorn för en intention att handla hållbart producerade kläder (r =.69) vilket i sin tur är kopplat till köpbeteende (r =.61). De yngre konsumenterna värderar pris och design högre än de äldre konsumenterna medan de äldre värderar kvalitet och hållbarhet högre än de yngre konsumenterna (X2  (1) = 7,91, p  < .01).

Place, publisher, year, edition, pages
2017. , 26 p.
Keyword [en]
fashion, clothes, attitudes, behavior, sustainability
Keyword [sv]
mode, kläder, attityd, beteende, hållbarhet
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:umu:diva-136744OAI: oai:DiVA.org:umu-136744DiVA: diva2:1113520
Educational program
Master's Programme in Leadership and Organisation
Supervisors
Examiners
Available from: 2017-06-22 Created: 2017-06-21 Last updated: 2017-06-22Bibliographically approved

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42cecb4465a0416d77aae553669832fb1bec8773268965ccdfa76080fc54e34005e328a5be616e469816d64fa911ca8541ea024fd595f091b652a6fc2582fe8c
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf