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Exploring the inconsistency between consumers intentions and actions towards sustainable fashion in Portugal
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Resumo(s)
Over the years consumers claimed interest for sustainable fashion has been increasing, however their actions do not seem to follow their words leading to the existence of an attitude-behavior-gap. By exploring the inconsistency between consumer’s intentions and actions towards sustainable fashion in Portugal, through both quantitative and qualitative research, this paper identifies the important role lack of information, communication, variety, and habits play in preventing the consumption of sustainable fashion by Portuguese consumers. It finds these brands should improve their communication strategies, sharing more information and engaging with external funding from entities which could support their promotion.
Descrição
Palavras-chave
Consumer behavior Portugal Sustainable fashion Attitude-behavior-gap