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“Dutch sustainable clothing consumption and the influence of materialism, fashion clothing involvement and environmental awareness”

Leinenga, Mayte (2019) “Dutch sustainable clothing consumption and the influence of materialism, fashion clothing involvement and environmental awareness”.

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Abstract:This research focusses on the Dutch consumer attitude towards sustainable clothing consumption. Through literature research, interviews with experts in the field of sustainable textiles consumption and a self-administered Dutch consumer survey (n=293), it was researched what the attitude of Dutch consumers towards sustainable clothing consumption is and how materialistic, fashion clothing involved and environmentally aware the Dutch consumer is. Based on literature research, expert interviews and the consumer survey, it was concluded that the Dutch consumer has an increasingly positive attitude towards sustainable clothing consumption and can be considered a moderate to high sustainable clothing consumer. Materialism, fashion clothing involvement and environmental awareness were all moderately found in the Dutch consumer sample. Finally, it was researched to what extent these three factors contribute positively or negatively to sustainable clothing consumption, which formed the basis for three hypothesises (H1 materialism will have a negative effect on sustainable clothing consumption, H2 Fashion clothing involvement will have a negative effect on sustainable clothing consumption and H3 Environmental awareness will have no effect on sustainable clothing consumption). It was concluded that both materialism and fashion clothing involvement contributed negatively to sustainable clothing consumption and environmental awareness contributed positively to sustainable clothing consumption, confirming H1 and H2, H3 was not confirmed, since environmental awareness had a positive effect on sustainable clothing consumption, which is different from the behaviour-action gap in literature where environmental awareness does not necessarily positively influence sustainable clothing consumption. This research adds to the existing literature and differentiates itself by researching specifically Dutch consumers attitude, as attitudes in consumers differ geographically. Specifically, the level of materialism and fashion clothing involvement in Dutch consumers has not been researched broadly in literature and is beneficial to understand Dutch sustainable clothing consumption behaviour.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general
Programme:Environmental and Energy Management MSc (69319)
Link to this item:http://purl.utwente.nl/essays/79038
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