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Driving responsible consumption: the impact of different incentive types on consumer behaviour in sustainable fashion
Leussen, Lauren van (2025) Driving responsible consumption: the impact of different incentive types on consumer behaviour in sustainable fashion.
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| Abstract: | The fashion industry is one of the biggest contributors to environmental pollution, generating excessive waste, water pollution and greenhouse gas emissions. The rise of sustainable clothing offers a possible solution to this problem. However, the high price of sustainable clothing, resulting from higher quality materials and higher labour costs, often prevents consumers from buying it. This study investigated whether two different types of incentives (moral versus remunerative) could increase consumers’ switching intention and choice for sustainable clothing. In addition, it examined how appeal type and environmental concern moderated the effect of these incentives and how consumers made trade-offs between sustainability and other product attributes when choosing between garment options. This research employed a mixed-methods approach, combining a 2x2 between-subjects design with choice-based conjoint analysis. Findings suggested that incentives, regardless of type, can effectively motivate consumers to choose more sustainable options. However, the interaction between appeal type and incentives, as well as environmental concern and incentives, did not significantly influence the results. Importantly, the study highlighted that sustainable materials play a key role in consumers’ clothing choices, with participants willing to pay a premium for higher quality over average quality at a standard price. Hence, this study emphasized the importance for companies to prioritize high-quality sustainable materials and to incorporate both remunerative and moral incentives in their communication strategies. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/106485 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
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