Från ord till handling: bakom konsumenternas gröna fasad : En studie om gapet mellan attityd och handling inom den svenska klädindustrin.

Sammanfattning: The subject of sustainable development is growing in relevance, and never before has research on the subject been as essential. Research shows that the globalization of the clothing industry has a significant impact on both climate and society. Furthermore, consumers today demand sustainably produced products, and they are willing to pay more to support such companies. Despite this, research shows that there is a gap between consumers' expressed demand for sustainable alternatives and their purchasing behavior in favor of sustainable organizations . This gap is often referred to as the 'attitude-behaviour gap' (ABG), which refers to the gap between positive attitudes and consumer behavior. The purpose of this study is to explore the area described as the 'attitude-behaviour gap' between consumers' CSR requirements and purchasing behavior. Specifically, this phenomenon will be examined within the clothing industry with the help of the following questions: "Are Swedish consumers' sustainable attitudes transformed into purchasing behavior within the clothing industry?" if not; "Which factors possibly influence ABG in the Swedish clothing industry?". Method: The study has been based on a qualitative approach where interviews with consumers have been carried out. The interviews were conducted in a semi-structured manner and analyzed thematically based on an analysis model designed from previous research. Results: The study has confirmed that ABG also exists in Swedish consumers. The results show that negative CSR information damages the company's relationship with consumers and in many cases leads to a loss of customers. In contrast, positive CSR information is not as significant. For consumers to switch to sustainable consumption, certain core factors need to be met; first, the consumer needs to have sufficient information and a personal interest in CSR. The consumer's perception of price, the availability of sustainable alternatives and the attributes of the clothes are also central factors. In addition to this, peripheral factors can influence consumers' purchasing behavior. These factors have been explained as company image and credibility, peer pressure, and consumer familiarity.