Is green the new black? : An investigation of underlying factors that may influence Generation Y consumers’ purchase behaviour of sustainably produced clothes
Sammanfattning: 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).
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