The Role of Eco-brands in the Apparel Industry: A Mixed-methods Investigation of Eco-brands' Affect on the Attitude-behavior Gap Among Danish Consumers

Anna Louise Poulsen & Mille Burggraaf Buendia

Student thesis: Master thesis

Abstract

The concept of sustainability is an evolving consumer trend among Danish consumers causing an increasing consumer demand for sustainable brands and products. The study of this thesis seeks to examine the attitude-behavior gap concerning sustainable consumption within the apparel industry, more specifically activewear. The purpose is to investigate how eco-branded activewear affects the consumer’s decision-making processes and ultimately purchase intention. The study provides insights into valuable factors that influence eco-brands and the affect on the attitude-behavior gap found among Danish consumers in the apparel industry. A quantitative experiment, including eye-tracking and self-reporting, is conducted among Young Nordic Females aged 20-26. Subsequently, follow-up interviews are conducted with participants from the quantitative experiment. The purpose of the experiment is to test different connections in a newly developed Model for Sustainable Purchase Intention. The data collection from the experiment is then analyzed through statistical tests, supported by evidence from the conducted followup interviews. The study finds that consumers' attitudes towards sustainability does not necessarily correspond with an intended sustainable behavior regarding activewear, wherefore the attitude-behavior gap is identified. Moreover, the study finds that the attitude-behavior gap is affected by eco-brands in relation to sustainable consumption of activewear, as different factors cause the gap to increase or decrease. The study provides insights into the factors influencing System 1 and 2 processes, as inconsistency between the systems is found to affect the attitude-behavior gap. The main finding is consumers holding sufficient knowledge and trust in the eco-brands is of key importance, when engaging in the decision-making processes of eco-branded activewear. Therefore, brands must focus heavily on these parameters to effectively benefit from being an eco-brand or using eco-labels in a world with a demand for sustainable products. Hence, the study of this thesis, hopefully, can function as an indicator of what factors eco-brands in the apparel industry must consider to ultimately decrease the attitude-behavior gap in relation to the consumption of sustainable activewear

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final ThesisMSc in Brand and Communications Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2021
Number of pages170
SupervisorsJesper Clement