Abstract
Purpose
Consumers’ attitudes are not aligned to their green purchasing behaviour. Extant research focused on the barriers to the adoption of behaviour. Practitioners addressed it from an upstream perspective. However, this change must happen now to avoid catastrophic consequences on the planet. This research adopts a new internal perspective and focuses on attitudes. Precisely, it aims to investigate whereas product personalisation may increase consumers’ willingness to purchase sustainable in the context of sustainable fashion.
Methodology
Based on a review of the literature on pro-environmental values and the Theory of Planned Behaviour, an online survey was distributed through a non-sampling technique. Respondents were randomly assigned to two groups (experimental and control). Afterward, collected data was examined through a multigroup analysis.
Findings
Analysis of the differences between the responses of the two groups demonstrated that product personalisation improves the relationship between altruistic and egoistic values and the intention to purchase sustainable fashion. Precisely, it increases the positivity of the former and it weakens the negativity of the latter.
Implications
Results indicate that product personalisation impacts the intention to purchase sustainable fashion. Therefore, it is recommended that companies consider product personalisation as a strategic lever to promote consumers’ buying habits with regards to apparel. Further research is necessary to identify if these results are replicated in other samples.
Originality
This is the first research investigating how product personalisation affects the relationship between pro-environmental values and the intention to purchase sustainable fashion.
| Uddannelser | Cand.soc.cbp Management of Creative Business Processes , (Kandidatuddannelse) Afsluttende afhandling |
|---|---|
| Sprog | Engelsk |
| Udgivelsesdato | 2022 |
| Antal sider | 121 |
| Vejledere | Florian Kock |