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A qualitative exploration of Millennial cConsumers behavior towards fast fashion brands sustainability by applying the theory of planned behavior with the contribution of ethical obligation and sSelf-identity
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Orientador(es)
Resumo(s)
By assessing Millennial consumers through the Theory of Planned Behavior and considering the
role of Ethical Obligation and Self-identity, the sampled Millennial consumers, despite perceiving
themselves to be environmentally concerned, do not always translate their intentions into actions.
We identified three types of consumers: Self-consumers who recognize the need to change but
prioritize hedonistic needs, Green considerers who have concerns for the environment but face
barriers to change their behavior, and Green actives who believe it is critical to prioritize
sustainable choices. We conclude that the “greener” the consumer the fewer barriers to engage in
sustainable choices.
Descrição
Palavras-chave
Millennials Sustainable consumption Theory of planned behavior Behavior intention Attitude-behavior gap Fast fashion apparel industry