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

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    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.
    Original languageEnglish
    Title of host publicationMacromarketing and the Crisis of the Social Imagination : Proceedings of the 39th Annual Macromarketing Conference
    EditorsAlan Bradshaw, Mikko Laamanen, Alex Reppel
    Number of pages12
    Place of PublicationBerlin
    PublisherThe Macromarketing Society
    Publication date2014
    Publication statusPublished - 2014
    EventThe 39th Annual Macromarketing Conference. 2014 - Royal Holloway, University of London, London, United Kingdom
    Duration: 2 Jul 20145 Jul 2014
    Conference number: 39


    ConferenceThe 39th Annual Macromarketing Conference. 2014
    LocationRoyal Holloway, University of London
    Country/TerritoryUnited Kingdom
    Internet address
    SeriesProceedings of the Annual Macromarketing Conference

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