University of Twente Student Theses
The impact of sustainable practices on consumer behaviour in the fashion industry : a case study at a Dutch fashion company
Haarman, Wies L. (2022) The impact of sustainable practices on consumer behaviour in the fashion industry : a case study at a Dutch fashion company.
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| Abstract: | As the fashion industry is one of the most polluting industries in the world, pressure is mounting on fashion companies to pay more attention to the environmental impact of their products and services. Many fashion companies have already made developments in the field of sustainability in recent years, however, the effect of these developments on the behaviour of its consumers remains a subject of discussion in literature. This study investigated the impact of a fashion company’s sustainable practices on the behaviour of its consumers. Structural equation modelling was used to examine the effect of a fashion company’s sustainable practices on three important consumer behaviour variables: brand equity, trust, and purchase intention. The mediating role of trust in the relationship between sustainable practices, brand equity, and purchase intention was also examined. A fashion company's commitment to sustainable practices has a positive effect on consumers’ trust (p<0.05). In addition, no positive direct relationship between sustainable practices and the variables brand equity and purchase intention has been found. However, trust was found to be a competitive mediator in the relationship between sustainable practices and brand equity (p<0.05). It has also been established that an increase in brand equity leads to an increase in purchase intention (p<0.05). Trust does not appear to be a mediator in the relationship between sustainable practices and purchase intention. The results of this study underline the importance of sustainability in combination with trust for fashion companies, as it has a positive influence on consumer behaviour. The findings of this study can serve as a guide for managers. However, this study can only be regarded as a starting point and further research is necessary. |
| Item Type: | Essay (Master) |
| Clients: | L. ten Cate, Geesteren, The Netherlands |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/90802 |
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