The attitude behavior-gap in the apparel market explained
(2021) BUSN39 20211Department of Business Administration
- Abstract
- Title: The attitude behavior-gap in the apparel market explained. A qualitative study examining the attitude behavior-gap concerning sustainability in the apparel market.
Keywords: Sustainability, Attitude, Consumer Behavior, Cynicism, Identity.
Thesis purpose: The purpose of this research is to examine and understand the reasons behind the existing gap between consumers’ attitudes and behaviors in the context of sustainable apparel consumption.
Methodology: This research is based on a qualitative methodology with a research philosophy applying to a relativist and social constructionist position. The study utilizes an abductive approach and the empirical data is collected through 12 semi-structured interviews providing valuable... (More) - Title: The attitude behavior-gap in the apparel market explained. A qualitative study examining the attitude behavior-gap concerning sustainability in the apparel market.
Keywords: Sustainability, Attitude, Consumer Behavior, Cynicism, Identity.
Thesis purpose: The purpose of this research is to examine and understand the reasons behind the existing gap between consumers’ attitudes and behaviors in the context of sustainable apparel consumption.
Methodology: This research is based on a qualitative methodology with a research philosophy applying to a relativist and social constructionist position. The study utilizes an abductive approach and the empirical data is collected through 12 semi-structured interviews providing valuable insights to answer the research question.
Theoretical perspective: This study is based on several different theoretical perspectives. The main focus is from a consumer culture perspective including influences from a sociological and psychological perspective with the aim to achieve nuanced results.
Empirical material: Through the collected data three themes constructing a barrier between attitude and behavior emerged. These are defeatism, self-preservation and hierarchy of priorities.
Conclusions: The findings of this research resulted in the suggested theoretical model Triad of Misalignment. The model illustrates three identified themes that explains the discrepancy between consumers’ attitudes and behaviors regarding sustainability in the apparel market. First, consumers display defeatism based on the perception that they have no power to influence the environmental impact of the apparel industry. Second, consumers prioritize other factors such as identity expression and social belonging through fashion above sustainability when it comes to fashion consumption. Finally, consumers engage in different self-preservation strategies to justify their misaligned actions.
Practical implications: Industries, managers and non-governmental institutions would benefit from, to a greater extent, understand the link between consumer attitudes and behaviors. Through understanding the barriers that create inconsistency between them it becomes possible to overcome them. Sustainability is crucial and a job that everybody needs to engage in to make a difference, something that consumers demand from higher institutions. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9060138
- author
- Djurfeldt, Kajsa LU and Milunovic, Natalia LU
- supervisor
- organization
- alternative title
- A qualitative study examining the attitude behavior-gap concerning sustainability in the apparel market.
- course
- BUSN39 20211
- year
- 2021
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Sustainability, Attitude, Consumer Behavior, Cynicism, Identity.
- language
- English
- id
- 9060138
- date added to LUP
- 2021-07-02 11:48:03
- date last changed
- 2021-07-02 11:48:03
@misc{9060138,
abstract = {{Title: The attitude behavior-gap in the apparel market explained. A qualitative study examining the attitude behavior-gap concerning sustainability in the apparel market.
Keywords: Sustainability, Attitude, Consumer Behavior, Cynicism, Identity.
Thesis purpose: The purpose of this research is to examine and understand the reasons behind the existing gap between consumers’ attitudes and behaviors in the context of sustainable apparel consumption.
Methodology: This research is based on a qualitative methodology with a research philosophy applying to a relativist and social constructionist position. The study utilizes an abductive approach and the empirical data is collected through 12 semi-structured interviews providing valuable insights to answer the research question.
Theoretical perspective: This study is based on several different theoretical perspectives. The main focus is from a consumer culture perspective including influences from a sociological and psychological perspective with the aim to achieve nuanced results.
Empirical material: Through the collected data three themes constructing a barrier between attitude and behavior emerged. These are defeatism, self-preservation and hierarchy of priorities.
Conclusions: The findings of this research resulted in the suggested theoretical model Triad of Misalignment. The model illustrates three identified themes that explains the discrepancy between consumers’ attitudes and behaviors regarding sustainability in the apparel market. First, consumers display defeatism based on the perception that they have no power to influence the environmental impact of the apparel industry. Second, consumers prioritize other factors such as identity expression and social belonging through fashion above sustainability when it comes to fashion consumption. Finally, consumers engage in different self-preservation strategies to justify their misaligned actions.
Practical implications: Industries, managers and non-governmental institutions would benefit from, to a greater extent, understand the link between consumer attitudes and behaviors. Through understanding the barriers that create inconsistency between them it becomes possible to overcome them. Sustainability is crucial and a job that everybody needs to engage in to make a difference, something that consumers demand from higher institutions.}},
author = {{Djurfeldt, Kajsa and Milunovic, Natalia}},
language = {{eng}},
note = {{Student Paper}},
title = {{The attitude behavior-gap in the apparel market explained}},
year = {{2021}},
}