Consumer Attitude towards Recycled Fashion Garments. Which factors make recycled fashion more appealing to consumers?

Table of Contents

1. Introduction

1.1 Problem Statement and Relevance of the Present Study

1.2 Objective and Research Question of the Present Study

1.3 Delimitation of Research

1.4 State of Research

2. Theoretical Frame of Reference

2.1 Sustainable Fashion

2.2 Recycled Fashion

2.3 Exploration of Consumer Attitude and Behavior towards Recycled Fashion

2.3.1 Value Drivers behind Sustainable Fashion Consumption

2.3.2 Other Influencing Factors in the Fashion Buying Decision

2.3.3 The Emotion of Fear and Disgust in the Context of Recycled Fashion

2.4 Advertisement Effects in the Context of Recycled Fashion

2.4.1 Messaging Effects and Norms

2.4.2 The Attractiveness Factor

3. Empirical Part

3.1 Research Design

3.2 Sampling approach & data collection

3.3 Method of Data Analysis

3.4 Results

4. Conclusion

4.1 Interpretation of Results

4.2 Managerial Implications

4.3 Limitation

5. Outlook

Objectives and Research Themes

The primary objective of this master's thesis is to investigate consumer behavior and attitudes toward recycled fashion to determine which factors contribute to making such garments more appealing. By addressing the identified attitude-behavior gap, the study seeks to provide actionable insights for fashion companies to effectively communicate and market recycled textile products.

• Analysis of consumer perceptions regarding different types of recycled materials (e.g., cotton, plastic, pineapple leaves).
• Investigation of the influence of emotional drivers, specifically fear and disgust, on purchasing decisions for recycled apparel.
• Examination of the role of product category and skin proximity in consumer preference.
• Evaluation of messaging strategies and social norms in advertising to increase product appeal.
• Assessment of the impact of model attractiveness in promotional materials on consumer purchase intention.

Excerpt from the Book

Summary of Chapters

1. Introduction: This chapter highlights the rising importance of sustainable fashion due to environmental concerns and establishes the research gap regarding consumer attitudes toward recycled clothing.

2. Theoretical Frame of Reference: It defines the conceptual foundations of sustainable and recycled fashion, exploring consumer behavior theories, the impact of emotions like disgust, and advertising effects.

3. Empirical Part: This section details the research methodology, including the design of an online survey and A/B-testing on Instagram to gather primary data.

4. Conclusion: The findings of the empirical study are synthesized to answer the research question, providing managerial implications for the industry and addressing limitations.

5. Outlook: The author reflects on the future of the fashion industry in light of climate change and suggests directions for future research beyond the German market.

Keywords

Sustainable Fashion, Recycled Materials, Consumer Attitude, Attitude-Behavior-Gap, Disgust, Fear of Contamination, Conjoint Analysis, A/B-Testing, Social Norms, Messaging Effects, Consumer Behavior, Fashion Marketing, Upcycling, Textile Industry, Environmental Protection.

Frequently Asked Questions

What is the fundamental focus of this thesis?

The thesis focuses on analyzing consumer attitudes and behavior regarding recycled fashion garments to understand the factors that drive or hinder their adoption.

What are the central thematic fields covered?

The work covers sustainable fashion, consumer psychology (specifically emotions like disgust), advertising strategies (social norms and messaging), and empirical consumer research methods.

What is the primary objective of this research?

The main goal is to identify factors that make recycled fashion more appealing to consumers, thereby helping to bridge the attitude-behavior gap in sustainable fashion consumption.

Which scientific methods are employed?

The research utilizes a mixed-methods approach including a quantitative online survey using conjoint analysis, ranking procedures, and a social media-based A/B-test on Instagram.

What is examined in the main part of the study?

The main part encompasses a theoretical literature review of consumer behavior and sustainable fashion, followed by the empirical investigation of consumer reactions to various recycled materials and advertisement messaging.

Which keywords characterize this work?

Key terms include Sustainable Fashion, Consumer Attitude, Attitude-Behavior-Gap, Recycled Materials, Disgust, Conjoint Analysis, and Social Norms.

How does the proximity of garments to the skin affect consumer preference?

The study investigates whether items closer to the skin, such as underwear, trigger higher levels of perceived contamination and disgust compared to outer garments like t-shirts.

Does the attractiveness of models in advertisements influence purchase intent?

Yes, the A/B-testing results suggest that the perceived attractiveness of people used in advertisements for recycled fashion has an impact on consumer appeal, though control groups also performed well.