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Publicação
Slow fashion or self-signaling? Sustainability in the fashion industry
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Orientador(es)
Resumo(s)
Over the years, the awareness about the consequences of consumption and the concerns for sustainability have been increasing, shifting consumers’ behavior towards such causes. However, the motivation to adopt such behaviors are unclear, making it relevant to consider whether sustainable behaviors are used to strengthen their sense of self, as a self-signal. This research investigates how self-signaling influences consumers’ willingness to adopt sustainable behaviors in the fashion industry, extending prior research on the motivations to adopt sustainable consumption behaviors that are not entirely altruistic and might also reflect self-interest motives (i.e., ownership and status). Findings from 2 studies are used to test the proposed model and suggest that individuals are more inclined to engage in positive word of mouth (WOM) about sustainable fashion practices when they have stronger symbolic signaling feelings for such practices. Additionally, these feelings induced by Slow Fashion elevate strong status motives. By doing so, this research addresses the gap between consumers’ actual attitudes towards fashion sustainability and the reasons why they are acquiring such behaviors in respect to self-signaling. This research has key implications for researchers and fashion industry practitioners, on how Slow Fashion is associated with self-signaling, ownership and status motives.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Sustainable Fashion Slow Fashion Fast Fashion Ownership Self-Signaling Status WOM SDG 12 - Responsible production and consumption