This study investigates the factors influencing consumers’ intention to purchase sustainable fashion, with particular focus on the persistent attitude-behaviour gap between consumers’ stated commitment to sustainability and their actual purchasing behaviour. The research examines key demand-side factors, including attitudes towards sustainable fashion, willingness to pay, price sensitivity, and trust in sustainable fashion brands, alongside supply-side and operational factors that may influence consumers’ ability to make sustainable purchasing decisions. A mixed-methods approach is adopted, combining survey data from consumers with an interview with a staff member from Human Collective. The study aims to identify the main barriers and drivers affecting sustainable fashion purchasing behaviour and to explore the extent to which positive attitudes towards sustainability translate into actual purchase intentions. By considering both consumer and organisational perspectives, the research seeks to provide a more comprehensive understanding of the factors contributing to the attitude-behaviour gap. The findings are expected to provide insights for sustainable fashion brands seeking to strengthen consumer trust, improve accessibility, and develop strategies that encourage more consistent sustainable purchasing behaviour.
With increasing awareness of sustainability and concern about climate changes, resources, pollution, etc., consumers' attitudes have begun to shift towards more sustainable consumption, but it is generally noted that the "intent-behavior gap" due to consumers' expressed green attitudes and willingness to buy is still p...
Mahesh Dutta Mishra, Amar Singh Rathore, Khushboo Gupta et al.· International journal of com...· 0 citations
This study advances research on sustainable food consumption
and marketing strategies by applying institutional theory. Drawing
on the concepts of the institutional logic of sustainable development
and institutional legitimacy, the research provides new
insights into how societal values and institutional frameworks
may...
Patricia Milić, Tomaž Čater· Društvena Istraživanja· 0 citations
This study explores the factors
influencing consumer behavior in purchasing
sustainable products in Vietnam, an emerging market,
to address the ‘attitudes-sustainable behavior’ gap and
enhance understanding of the sustainable development
goals (SDGs). A survey involving 518 respondents
familiar with sustainable product...
Le-Bao Han, Chieh-Yu Lin, Cheng-Kun Wang et al.· TEM Journal· 0 citations
Sustainable consumption has become increasingly relevant as consumers, businesses and policymakers recognize the environmental consequences associated with conventional patterns of production and consumption. The present study examined this issue from a consumer perspective by focusing on green purchase behaviour among...
Sanskrita Barman· International Journal of Cre...· 0 citations
The purpose of this study is to examine the influence of sustainable packaging on consumers' repurchase intention in Pakistan's skincare FMCG sector, while investigating the mediating role of green perceived value and the moderating role of environmental concern, based on the Theory of Planned Behaviour. The target aud...
Ayesha Azam, Sidra Ramzan, Nargis Akhtar et al.· Journal of Business Insight...· 0 citations
This study proposes a comprehensive model for building and promoting a sustainable fashion brand by integrating responsible sourcing, transparent production practices, and clear communication of sustainability values. Key determinants of a trusted, sustainable brand include authenticity, product quality, affordability,...
Shanmugam Perumal, V. B. Rekha, A. Munavar et al.· Journal of Design, Textiles,...· 0 citations
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