Consumer Adoption of Sustainability Initiatives within Fashion: Impacts on Behavior
(2024) FEKH99 20241Department of Business Administration
- Abstract (Swedish)
- Examensarbetets titel
Konsument Anpassning av Hållbarhetsinitiativ Inom Mode: Påverkan På Engagemang och Beteende – En kvalitativ studie som analyserar konsumenters köpintention med klädföretags innovativa och hållbara tillvägagångssätt
Seminariedatum
30 maj 2024
Kurs
FEKH99, Examensarbete i entreprenörskap och innovation på kandidatnivå, 15 högskolepoäng
Författare
Adam Bengtsson, Kristina Stolica & Liv Edler
Handledare
Joakim Winborg
Nyckelord
Hållbart mode, Anpassningsbarriärer, Konsumentmotstånd, Innovationsmotstånd, Diffusion av innovation
Forskningsfråga
Vilka faktorer påverkar konsumenters beslut att anta eller förkasta hållbar klädkonsumtion, och hur påverkar dessa faktorer köpavsikten?
Syfte
Denna... (More) - Examensarbetets titel
Konsument Anpassning av Hållbarhetsinitiativ Inom Mode: Påverkan På Engagemang och Beteende – En kvalitativ studie som analyserar konsumenters köpintention med klädföretags innovativa och hållbara tillvägagångssätt
Seminariedatum
30 maj 2024
Kurs
FEKH99, Examensarbete i entreprenörskap och innovation på kandidatnivå, 15 högskolepoäng
Författare
Adam Bengtsson, Kristina Stolica & Liv Edler
Handledare
Joakim Winborg
Nyckelord
Hållbart mode, Anpassningsbarriärer, Konsumentmotstånd, Innovationsmotstånd, Diffusion av innovation
Forskningsfråga
Vilka faktorer påverkar konsumenters beslut att anta eller förkasta hållbar klädkonsumtion, och hur påverkar dessa faktorer köpavsikten?
Syfte
Denna studie syftar till att analysera och förstå konsumenters engagemang med modeföretagens innovativa och hållbara tillvägagångssätt genom att undersöka vilka faktorer som fungerar som de främsta motivationerna bakom köpintentioner av hållbara kläder.
Teoretiska perspektiv
Diffusion of innovation, Innovation Resistance, Consumer resistance, Consumer resistance to innovations in the sustainable fashion industry
Metod
Uppsatsen utgår från en kvalitativ undersökningsmetod och deduktiv ansats. Detta görs med syfte att besvara rapportens forskningsfråga, som tog utgångspunkt i det teoretiska ramverket samt tidigare forskning. Den kvalitativa datainsamlingen gjordes genom elva intervjuer som baserades på ett målmedvetet urval. I undersökningen fick intervjupersonerna ta ställning till dels personliga frågor och dels till frågor som utformades utifrån det teoretiska ramverket. Analysen gjordes baserat på det teoretiska ramverket i relation till den empiriska datainsamlingen, vilken utformade sig utifrån transkribering av intervjuerna.
Resultat
Sju huvudfaktorer har identifierats, som påverkar konsumenters motstånd till att konsumera hållbart mode. Dessa är Anknytning, Förtrogenhet, Image, Kommunikation, Transparens, Medvetenhet och Pris. Emellertid finns det flera faktorer som ligger till grund för dessa, såsom olika barriärer, rate of adoption och “adopter-specific” faktorer.
Slutsats
Resultaten bidrar till den befintliga forskningen om resistens mot hållbart mode och uppmärksammar den komplexa dynamiken mellan olika faktorer samt sambandet mellan avsikt och beteende inom hållbar modekonsumtion. Trots positiva attityder till hållbarhet är fast fashion fortfarande det primära valet för konsumenter, vilket indikerar en avvikelse mellan attityder och beteenden. (Less) - Abstract
- Title
Consumer Adoption of Sustainability Initiatives within Fashion: Impacts on Engagement and Behavior – A qualitative study analyzing consumers’ purchase intention with fashion brands’ innovative and sustainable approaches
Date of the seminar
May 30th, 2024
Course
FEKH99, Bachelor Degree Project in Entrepreneurship and Innovation Management, Business administration, Undergraduate level, 15 University Credit Points
Authors
Adam Bengtsson, Kristina Stolica & Liv Edler
Supervisor
Joakim Winborg
Keywords
Sustainable fashion, Adoption barriers, Consumer resistance, Innovation resistance, Diffusion of innovation
Research question
What factors influence consumers’ decisions to adopt or reject sustainable fashion... (More) - Title
Consumer Adoption of Sustainability Initiatives within Fashion: Impacts on Engagement and Behavior – A qualitative study analyzing consumers’ purchase intention with fashion brands’ innovative and sustainable approaches
Date of the seminar
May 30th, 2024
Course
FEKH99, Bachelor Degree Project in Entrepreneurship and Innovation Management, Business administration, Undergraduate level, 15 University Credit Points
Authors
Adam Bengtsson, Kristina Stolica & Liv Edler
Supervisor
Joakim Winborg
Keywords
Sustainable fashion, Adoption barriers, Consumer resistance, Innovation resistance, Diffusion of innovation
Research question
What factors influence consumers’ decisions to adopt or reject sustainable fashion consumption, and how do these factors impact purchase intention?
Purpose
This study aims to analyze and understand consumer engagement with fashion brands’ innovative and sustainable approaches by investigating what factors serve as the main motivators behind purchase intentions of sustainable clothing.
Theoretical perspective
Diffusion of innovation, Innovation Resistance, Consumer resistance, Consumer resistance to innovations in the sustainable fashion industry
Methodology
The thesis is based on a qualitative research method and deductive approach. This is done with the aim of answering the report's research question, which was based on the theoretical framework and previous research. The qualitative data collection was done through eleven interviews which were based on a purposive sampling. In the research, the interviewees had to take a stand on partly personal questions and partly on questions that were designed based on the theoretical framework. The analysis was based on the theoretical framework in relation to the empirical data collection, which was based on transcription of the interviews.
Result
Seven main factors have been identified, which influence consumers' resistance to consuming sustainable fashion. These are Attachment, Familiarity, Image, Communication, Transparency, Awareness and Price. However, there are several factors that underlie these, such as various barriers, rate of adoption and adopter-specific factors.
Conclusion
The findings contribute to the existing research on resistance to sustainable fashion and highlight the complex dynamics between various factors and the connection between intention and behavior in sustainable fashion consumption. Despite positive attitudes towards sustainability, fast fashion remains the primary choice for consumers, indicating a discrepancy between attitudes and behaviors. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9168513
- author
- Bengtsson, Adam LU ; Edler, Liv LU and Stolica, Kristina LU
- supervisor
- organization
- alternative title
- A qualitative study analyzing consumers’ purchase intention with fashion brands’ innovative and sustainable approaches
- course
- FEKH99 20241
- year
- 2024
- type
- M2 - Bachelor Degree
- subject
- keywords
- Sustainable fashion, Adoption barriers, Consumer resistance, Innovation resistance, Diffusion of innovation
- language
- English
- id
- 9168513
- date added to LUP
- 2024-07-02 15:49:18
- date last changed
- 2024-07-02 15:49:18
@misc{9168513, abstract = {{Title Consumer Adoption of Sustainability Initiatives within Fashion: Impacts on Engagement and Behavior – A qualitative study analyzing consumers’ purchase intention with fashion brands’ innovative and sustainable approaches Date of the seminar May 30th, 2024 Course FEKH99, Bachelor Degree Project in Entrepreneurship and Innovation Management, Business administration, Undergraduate level, 15 University Credit Points Authors Adam Bengtsson, Kristina Stolica & Liv Edler Supervisor Joakim Winborg Keywords Sustainable fashion, Adoption barriers, Consumer resistance, Innovation resistance, Diffusion of innovation Research question What factors influence consumers’ decisions to adopt or reject sustainable fashion consumption, and how do these factors impact purchase intention? Purpose This study aims to analyze and understand consumer engagement with fashion brands’ innovative and sustainable approaches by investigating what factors serve as the main motivators behind purchase intentions of sustainable clothing. Theoretical perspective Diffusion of innovation, Innovation Resistance, Consumer resistance, Consumer resistance to innovations in the sustainable fashion industry Methodology The thesis is based on a qualitative research method and deductive approach. This is done with the aim of answering the report's research question, which was based on the theoretical framework and previous research. The qualitative data collection was done through eleven interviews which were based on a purposive sampling. In the research, the interviewees had to take a stand on partly personal questions and partly on questions that were designed based on the theoretical framework. The analysis was based on the theoretical framework in relation to the empirical data collection, which was based on transcription of the interviews. Result Seven main factors have been identified, which influence consumers' resistance to consuming sustainable fashion. These are Attachment, Familiarity, Image, Communication, Transparency, Awareness and Price. However, there are several factors that underlie these, such as various barriers, rate of adoption and adopter-specific factors. Conclusion The findings contribute to the existing research on resistance to sustainable fashion and highlight the complex dynamics between various factors and the connection between intention and behavior in sustainable fashion consumption. Despite positive attitudes towards sustainability, fast fashion remains the primary choice for consumers, indicating a discrepancy between attitudes and behaviors.}}, author = {{Bengtsson, Adam and Edler, Liv and Stolica, Kristina}}, language = {{eng}}, note = {{Student Paper}}, title = {{Consumer Adoption of Sustainability Initiatives within Fashion: Impacts on Behavior}}, year = {{2024}}, }