Responsibility Attribution and Consumer Behaviour in the Light of the Bangladesh Factory Collapse

The current fashion system is highly unsustainable, as continuous overproduction and overconsumption is contributing to environmental as well as social degradation. The aim of the study is to investigate the relationship between consumers’ perceived responsibility for the non-sustainability of the fashion industry, diffusion of responsibility between different actors, label knowledge and use, perceived external barriers and environmental apparel consumption. Theoretically, we combine the Motivation-Opportunity-Ability-Model with norm activation theory. We use a representative sample of young Swedish consumers for our analysis. Findings show that perceived personal responsibility as well as label knowledge and use enhance environmental apparel consumption. The small but significant negative effect of perceived responsibility diffusion on environmental apparel consumption indicates that responsibilities between relevant actors might have to be delegated more explicitly than it happens today.