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

Objectives and Key Themes

This master's thesis investigates consumer attitudes and behavior towards recycled fashion. The study aims to understand which factors influence consumer preference for recycled clothing, specifically focusing on material type, garment type, and marketing messaging. The research employs both a survey and A/B testing on Instagram to analyze these factors.

• Consumer preferences for different recycled materials (cotton, plastic, pineapple leaves).
• The influence of garment type and proximity to skin on consumer choices.
• The role of disgust in consumer perception of recycled fashion.
• Effectiveness of different advertising approaches, including social norm messaging and model attractiveness.
• Practical implications for fashion companies in implementing recycled fashion strategies.

Chapter Summaries

1. Introduction: This introductory chapter establishes the problem statement, highlighting the growing importance of sustainable fashion and the need to understand consumer attitudes towards recycled garments. It outlines the research objectives and questions, clearly defining the scope of the study. The chapter also reviews existing research on sustainable fashion and consumer behavior, providing a foundation for the subsequent theoretical framework and empirical analysis. The delimitation of research clarifies the specific parameters of the study, ensuring a focused and manageable research project.

2. Theoretical Frame of Reference: This chapter provides a comprehensive theoretical background on sustainable and recycled fashion, exploring the values and drivers behind sustainable consumption. It delves into the psychological factors influencing fashion purchasing decisions, specifically focusing on the role of emotions like disgust in relation to recycled clothing. This section also analyzes the impact of various advertising strategies on consumer perception and behavior in the context of recycled fashion. The chapter lays the groundwork for understanding the complexities of consumer attitudes towards recycled fashion products and their associated marketing.

3. Empirical Part: This chapter details the research design, methodology, and data collection techniques utilized in the study. It outlines the sampling approach, explaining how participants were selected for the survey and A/B testing. The chapter clearly articulates the methods used for data analysis, providing a transparent account of the statistical techniques employed to interpret the findings. The results section summarizes the key findings from the survey and the A/B testing conducted on Instagram, offering a preliminary glimpse into the consumer preferences and behaviors revealed by the research.

Keywords

Recycled fashion, consumer attitudes, sustainable fashion, consumer behavior, A/B testing, social norms, marketing, recycled materials, disgust, survey, RStudio, Instagram advertising.

Frequently Asked Questions: Master's Thesis on Consumer Attitudes Towards Recycled Fashion

What is the overall topic of this master's thesis?

This master's thesis investigates consumer attitudes and behavior towards recycled fashion. It aims to understand the factors influencing consumer preference for recycled clothing, focusing on material type, garment type, and marketing messaging.

What are the key research objectives?

The study aims to understand:

• Consumer preferences for different recycled materials (cotton, plastic, pineapple leaves).
• The influence of garment type and proximity to skin on consumer choices.
• The role of disgust in consumer perception of recycled fashion.
• Effectiveness of different advertising approaches, including social norm messaging and model attractiveness.
• Practical implications for fashion companies in implementing recycled fashion strategies.

What is the structure of the thesis?

The thesis is structured into three main parts:

1. Introduction: Establishes the problem statement, research objectives, scope, and relevant literature review.
2. Theoretical Framework: Explores sustainable and recycled fashion, consumer behavior, psychological factors (including disgust), and advertising effects.
3. Empirical Part: Details the research design (survey and A/B testing on Instagram), data collection, analysis methods, and results.

What methods were used for data collection and analysis?

The study employs both a survey and A/B testing on Instagram to analyze consumer preferences and behavior. The chapter clearly articulates the methods used for data analysis, providing a transparent account of the statistical techniques employed to interpret the findings.

What are the key themes explored in the thesis?

Key themes include consumer preferences for recycled materials and garment types, the influence of disgust on perception, the effectiveness of different advertising strategies (social norm messaging and model attractiveness), and the practical implications for fashion companies.

What are the key findings (in summary)?

The key findings from the survey and A/B testing on Instagram regarding consumer preferences and behaviors are summarized in the "Results" section of the empirical part. Specific details are not provided in this preview.

What are the keywords associated with this thesis?

Recycled fashion, consumer attitudes, sustainable fashion, consumer behavior, A/B testing, social norms, marketing, recycled materials, disgust, survey, RStudio, Instagram advertising.

Who is the intended audience for this thesis?

The intended audience is primarily academic, focusing on researchers and students interested in sustainable fashion, consumer behavior, and marketing.