University of Twente Student Theses
Determinants influencing consumers’ purchase intention of sustainable fashion: the moderating roles of green skepticism and environmental concern
Smelt, Famke (2024) Determinants influencing consumers’ purchase intention of sustainable fashion: the moderating roles of green skepticism and environmental concern.
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| Abstract: | Purpose – In today's environmentally conscious society, the fashion industry is at the center of discussion because of its negative contribution to the environment. As sustainability becomes increasingly important, companies are under growing pressure to adopt sustainable practices. Despite growing environmental awareness and increased emphasis on sustainability, understanding consumer behavior in the field of sustainable fashion remains a complex issue. Therefore, this study examines factors that influence Dutch consumers' purchasing intention regarding sustainable fashion, focusing on perceived environmental knowledge and social influence. It also examines the moderating roles of green skepticism in the relationship between perceived environmental knowledge and purchase intention, and environmental concern in the relationship between social influence and purchase intention. Method - This study employed a quantitative methodology, utilizing a questionnaire distributed to 230 Dutch consumers. The questionnaire was designed to measure the different concepts in this study. The collected data was analyzed using single linear regression to test the different hypotheses. Additionally, various statistical tests were conducted to ensure the reliability and validity of the measures used. Findings – Perceived environmental knowledge has no direct effect on consumers' purchase intention of sustainable fashion. In addition, green skepticism has no significant moderating effect in this relationship. Social influence does have a direct effect on the purchase intention of sustainable fashion. In this relationship, environmental concern has a significant negative moderating effect, indicating that higher levels of environmental concern can weaken the impact of social influence on the intention to purchase sustainable fashion products. Conclusion – This study emphasizes the complexity of consumer behavior in sustainable fashion. The findings underscore the nuanced interactions between individual perceptions and external influences in driving sustainable consumption behaviors, highlighting the need for targeted strategies to promote environmentally responsible purchasing practices effectively. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/103195 |
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