Abstract
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 language | English |
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Title of host publication | Macromarketing and the Crisis of the Social Imagination : Proceedings of the 39th Annual Macromarketing Conference |
Editors | Alan Bradshaw, Mikko Laamanen, Alex Reppel |
Number of pages | 12 |
Place of Publication | Berlin |
Publisher | The Macromarketing Society |
Publication date | 2014 |
Pages | 892-903 |
Publication status | Published - 2014 |
Event | The 39th Annual Macromarketing Conference. 2014 - Royal Holloway, University of London, London, United Kingdom Duration: 2 Jul 2014 → 5 Jul 2014 Conference number: 39 http://macromarketing.org/?page_id=805 |
Conference
Conference | The 39th Annual Macromarketing Conference. 2014 |
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Number | 39 |
Location | Royal Holloway, University of London |
Country/Territory | United Kingdom |
City | London |
Period | 02/07/2014 → 05/07/2014 |
Internet address |
Series | Proceedings of the Annual Macromarketing Conference |
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Volume | 2014 |
ISSN | 2168-1481 |