Sustainability as a Trend in Fashion Industry. An Empirical Study about Changing Consumer Behaviour

Inhaltsverzeichnis (Table of Contents)

• Theoretical Part
• Introduction to the Topic of Sustainability as a Trend in Fashion Industry
• Objective of the Present Study
• Structure of the Present Study
• Fundamentals of Sustainable Fashion
• Concept of Sustainability
• Concept of Fashion
• Fast Fashion versus Slow Fashion
• Sustainability as a Trend in Fashion Industry
• Corporate Social Responsibility in Fashion Industry
• Life Cycle Assessment of Fashion Products
• Supply Chain in Fashion Industry
• Consumer Behaviour in Fashion
• Buying Behaviour Process
• Activating Sub-Process
• Cognitive Sub-Process
• Predisposing Sub-Process
• Involvement
• Social Determinants
• Cultural Determinants
• Development of Sustainable Consumer Behaviour
• Lifestyle of Health and Sustainability
• Conscious Consumer Behaviour
• Drivers of Buying Decision in Sustainable Fashion
• Barriers of Buying Decision in Sustainable Fashion
• After-Purchase Behaviour in Fashion
• Sustainable Fashion Knowledge
• Attitude-Behaviour Gap in Sustainable Fashion
• Forecast of Future Development regarding Sustainability in Fashion
• Empirical Part
• Hypothesis Formation on Consumer Behaviour in Fashion Industry
• Buying Attributes of Conscious Consumers
• Consumer's Sustainable Knowledge on Fashion Brands
• Willingness to Pay for Sustainable Fashion
• After-Purchase Behaviour by Gender
• Impulsiveness of Buying Decisions in Fashion
• Study Design of Survey on Consumer Behaviour in Fashion
• Questionnaire on Consumer Behaviour in Fashion
• Implementation of Survey on Consumer Behaviour in Fashion
• Study Results of Survey on Consumer Behaviour in Fashion
• Group Formation for Survey on Consumer Behaviour in Fashion
• Hypotheses Results
• Buying Attributes of Conscious Consumers
• Consumer's Knowledge on Fashion Brands
• Willingness to Pay for Sustainable Fashion
• After-Purchase Behaviour by Gender
• Impulsiveness of Buying Decisions in Fashion
• Discussion of Survey Results on Consumer Behaviour in Fashion
• Hypotheses Examination of Consumer Behaviour in Fashion
• Buying Attributes of Conscious Consumers
• Consumer's Knowledge on Fashion Brands
• Willingness to Pay for Sustainable Fashion
• After-Purchase Behaviour by Gender
• Impulsiveness of Buying Decisions in Fashion
• Limitations of Study on Consumer Behaviour in Fashion
• Implementation for Fashion Industry based on Study on Consumer Behaviour
• Conclusion of Study on Consumer Behaviour in Fashion Industry

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This master's thesis aims to investigate the changing consumer behavior towards sustainable fashion. It explores the factors influencing consumers' decisions to purchase sustainable fashion products and analyzes the impact of sustainability on the fashion industry. The study utilizes empirical data collected through a survey to understand the buying attributes, knowledge, willingness to pay, after-purchase behavior, and impulsiveness of consumers in relation to sustainable fashion. The key themes explored in this study include:
• The growing trend of sustainability in the fashion industry
• The role of consumer behavior in driving sustainable fashion practices
• The factors influencing consumer purchase decisions regarding sustainable fashion
• The relationship between consumer knowledge and their willingness to pay for sustainable fashion
• The impact of gender on consumer behavior and after-purchase behavior in relation to sustainable fashion

Zusammenfassung der Kapitel (Chapter Summaries)

• The first chapter introduces the topic of sustainability as a trend in the fashion industry, outlining the objective and structure of the study.
• Chapter 2 delves into the fundamentals of sustainable fashion, defining the concepts of sustainability and fashion, and contrasting fast fashion with slow fashion.
• Chapter 3 explores the growing trend of sustainability in the fashion industry, examining corporate social responsibility, life cycle assessment of fashion products, and the role of the supply chain.
• Chapter 4 focuses on consumer behavior in fashion, examining the buying behavior process, including activating, cognitive, and predisposing sub-processes. It also explores the development of sustainable consumer behavior, drivers and barriers of buying decisions in sustainable fashion, and after-purchase behavior.
• Chapter 5 forecasts future developments regarding sustainability in the fashion industry.
• Chapter 6 outlines the hypothesis formation on consumer behavior in the fashion industry, focusing on buying attributes of conscious consumers, consumer's sustainable knowledge on fashion brands, willingness to pay for sustainable fashion, after-purchase behavior by gender, and impulsiveness of buying decisions in fashion.
• Chapter 7 describes the study design of the survey on consumer behavior in fashion, including the questionnaire and implementation of the survey.
• Chapter 8 presents the study results of the survey on consumer behavior in fashion, including group formation and hypotheses results.
• Chapter 9 discusses the survey results on consumer behavior in fashion, examining the hypotheses, limitations of the study, and potential implementations for the fashion industry based on the findings.

Schlüsselwörter (Keywords)

This study focuses on the intersection of sustainability and consumer behavior in the fashion industry. Key terms include: sustainable fashion, consumer behavior, buying attributes, knowledge, willingness to pay, after-purchase behavior, impulsiveness, fast fashion, slow fashion, corporate social responsibility, life cycle assessment, supply chain, and attitude-behavior gap.

Frequently Asked Questions

How does Generation Y view sustainability in fashion?

Generation Y (Millennials) is generally sensitive to environmental issues and values transparent production. However, research shows an "attitude-behavior gap," where positive attitudes toward sustainability don't always translate into actual buying decisions.

What is the difference between Fast Fashion and Slow Fashion?

Fast Fashion focuses on rapid production of inexpensive, trend-based clothing with high environmental impact. Slow Fashion emphasizes quality, durability, ethical production, and sustainable materials.

Are consumers willing to pay more for sustainable clothing?

The study examines the willingness to pay and suggests that while knowledge about fashion brands is growing, price remains a significant barrier for many conscious consumers.

What are the main drivers for purchasing sustainable fashion?

Key drivers include environmental consciousness, social determinants, and the desire for high-quality products that align with a "Lifestyle of Health and Sustainability" (LOHAS).

What is the "Attitude-Behavior Gap"?

This term describes the discrepancy between a consumer's stated support for ethical/sustainable products and their actual purchasing behavior, which is often influenced by price, availability, or impulsiveness.