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

Table of Contents

1 Introduction to the Topic of Sustainability as a Trend in Fashion Industry

1.1 Objective of the Present Study

1.2 Structure of the Present Study

2 Fundamentals of Sustainable Fashion

2.1 Concept of Sustainability

2.2 Concept of Fashion

2.3 Fast Fashion versus Slow Fashion

3 Sustainability as a Trend in Fashion Industry

3.1 Corporate Social Responsibility in Fashion Industry

3.2 Life Cycle Assessment of Fashion Products

3.3 Supply Chain in Fashion Industry

4 Consumer Behaviour in Fashion

4.1 Buying Behaviour Process

4.1.1 Activating Sub-Process

4.1.2 Cognitive Sub-Process

4.1.3 Predisposing Sub-Process

4.1.3.1 Involvement

4.1.3.2 Social Determinants

4.1.3.3 Cultural Determinants

4.2 Development of Sustainable Consumer Behaviour

4.2.1 Lifestyle of Health and Sustainability

4.2.2 Conscious Consumer Behaviour

4.3 Drivers of Buying Decision in Sustainable Fashion

4.4 Barriers of Buying Decision in Sustainable Fashion

4.5 After-Purchase Behaviour in Fashion

4.6 Sustainable Fashion Knowledge

4.7 Attitude-Behaviour Gap in Sustainable Fashion

5 Forecast of Future Development regarding Sustainability in Fashion

6 Hypothesis Formation on Consumer Behaviour in Fashion Industry

6.1 Buying Attributes of Conscious Consumers

6.2 Consumer’ s Sustainable Knowledge on Fashion Brands

6.3 Willingness to Pay for Sustainable Fashion

6.4 After-Purchase Behaviour by Gender

6.5 Impulsiveness of Buying Decisions in Fashion

7 Study Design of Survey on Consumer Behaviour in Fashion

7.1 Questionnaire on Consumer Behaviour in Fashion

7.2 Implementation of Survey on Consumer Behaviour in Fashion

8 Study Results of Survey on Consumer Behaviour in Fashion

8.1 Group Formation for Survey on Consumer Behaviour in Fashion

8.2 Hypotheses Results

8.2.1 Buying Attributes of Conscious Consumers

8.2.2 Consumer’s Knowledge on Fashion Brands

8.2.3 Willingness to Pay for Sustainable Fashion

8.2.4 After-Purchase Behaviour by Gender

8.2.5 Impulsiveness of Buying Decisions in Fashion

9 Discussion of Survey Results on Consumer Behaviour in Fashion

9.1 Hypotheses Examination of Consumer Behaviour in Fashion

9.1.1 Buying Attributes of Conscious Consumers

9.1.2 Consumer’s Knowledge on Fashion Brands

9.1.3 Willingness to Pay for Sustainable Fashion

9.1.4 After-Purchase Behaviour by Gender

9.1.5 Impulsiveness of Buying Decisions in Fashion

9.2 Limitations of Study on Consumer Behaviour in Fashion

9.3 Implementation for Fashion Industry based on Study on Consumer Behaviour

10 Conclusion of Study on Consumer Behaviour in Fashion Industry

Research Objective and Scope

The research investigates the consumption behaviour of Generation Y in Germany regarding sustainable fashion. It specifically explores whether individuals who exhibit conscious consumption patterns maintain these principles when purchasing clothing, or if other factors such as price, design, and ease of access override sustainability considerations.

• Analysis of the current status of knowledge and attitude of Generation Y towards sustainable fashion.
• Examination of the "attitude-behaviour gap" within the context of fashion consumption.
• Evaluation of key drivers and barriers influencing buying decisions for sustainable vs. conventional fashion.
• Assessment of the role of transparency and brand knowledge in consumer purchasing choices.
• Analysis of after-purchase behaviours, including laundering, reuse, and recycling habits.

Excerpt from the Book

Summary of Chapters

1 Introduction to the Topic of Sustainability as a Trend in Fashion Industry: This chapter introduces the environmental challenges posed by the fast fashion industry and highlights the need for sustainable consumption among Millennials.

2 Fundamentals of Sustainable Fashion: Defines core sustainability concepts and contrasts fast fashion with the emerging slow fashion movement.

3 Sustainability as a Trend in Fashion Industry: Examines CSR, life cycle assessments, and supply chain complexities within the modern global fashion sector.

4 Consumer Behaviour in Fashion: Analyzes the psychological and social drivers of fashion consumption and explains the concept of the attitude-behaviour gap.

5 Forecast of Future Development regarding Sustainability in Fashion: Discusses potential shifts in fashion technology, business models, and the ongoing process of moving towards sustainability.

6 Hypothesis Formation on Consumer Behaviour in Fashion Industry: Outlines the five research hypotheses derived from existing literature to guide the empirical study.

7 Study Design of Survey on Consumer Behaviour in Fashion: Details the methodology behind the online survey conducted with 84 Generation Y consumers.

8 Study Results of Survey on Consumer Behaviour in Fashion: Presents the empirical findings and statistical analysis concerning consumer attitudes and behaviours.

9 Discussion of Survey Results on Consumer Behaviour in Fashion: Evaluates the survey results, verifies or rejects the formulated hypotheses, and proposes industry implications.

10 Conclusion of Study on Consumer Behaviour in Fashion Industry: Summarizes key research findings and offers final reflections on the path towards more sustainable fashion consumption.

Keywords

Sustainable Fashion, Fashion, Sustainability, Green Fashion, Eco Fashion, Generation Y, Millennials, Consumer Behaviour, Conscious Consumer Behaviour, Apparel Industry, CSR, After-Purchase Behaviour, Attitude-Behaviour Gap

Frequently Asked Questions

What is the core focus of this Master Thesis?

The thesis focuses on the consumer behaviour of Generation Y (Millennials) in Germany regarding fashion, specifically investigating how their attitudes towards sustainability translate into actual purchasing habits.

What are the primary themes discussed in this study?

Key themes include the impact of fast fashion on the environment, the definition of sustainable consumption, the role of corporate social responsibility (CSR), and the psychological drivers behind impulsive buying decisions.

What is the central research question?

The research asks: "In spite of sustainability being a trend attracting young consumers, do conscious consumers still keep distance to act in a sustainable manner when shopping fashion?"

Which scientific method was applied?

The study employs a mixed-method approach, starting with an extensive literature review followed by quantitative empirical research in the form of an online survey of 84 Generation Y participants.

What does the main body of the work cover?

The work covers theoretical foundations (sustainability and fashion concepts), consumer psychology (buying processes and determinants), and the empirical analysis of survey data, including brand knowledge and willingness to pay.

Which keywords best characterize this work?

The core keywords include Sustainable Fashion, Generation Y, Conscious Consumer Behaviour, Attitude-Behaviour Gap, and Fashion Transparency.

How do Generation Y consumers perceive sustainable fashion brands?

The findings indicate that knowledge of specific sustainable brands is generally poor, with the notable exception of Stella McCartney, and that consumers struggle to differentiate between companies based on their actual transparency levels.

Does the study find a significant difference in behaviour between conscious and conventional consumers?

Interestingly, the study reveals no significant statistical difference in behaviour between participants who identify as conscious consumers and those who do not, suggesting that sustainable purchasing is not currently a primary driver for either group.

What impact does gender have on consumer behaviour?

The study found that gender has a more significant influence on fashion shopping patterns than "consciousness," with women showing higher levels of involvement in shopping, yet also reporting more impulsive buying tendencies than men.