University of Twente Student Theses


The influence of certified eco-labels on clothing on consumer behaviour

Rutten, Leslie (2022) The influence of certified eco-labels on clothing on consumer behaviour.

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Abstract:The aim of this study is to acquire a broader understanding of how the use of certified eco-labels on clothing affects consumer behaviour. Consumer behaviour was measured based on the following variables: attitude towards the company, purchase intention and willingness to pay a premium. Additionally, consumer knowledge of the fashion industry’s environmental and social effects and knowledge of certified eco-labels were analysed. With an online survey tool, a survey was created and conducted to collect data. Data on 242 respondents was collected and analysed in SPSS. Certified eco-labels generally positively affect attitude towards companies; that is, respondents generally felt more positive towards companies that used certified eco-labels than those that did not use these kind of eco-labels. This was also the case for respondents’ purchase intention: respondents had a higher purchase intention for clothing with a certified eco-label than for clothing without such a label. However, consumers do not want to pay extra for these items. Respondents were aware of the impact of the fashion industry on the (social) environment, which had a positive effect on all three variables. However, respondents were not very familiar with the presented eco-labels or their meanings.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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